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Common Ad-ID Misconceptions

Monday, April 8, 2019

Common Ad-ID Misconceptions

Ad-ID continues to grow and gain traction in the industry. With the number of users increasing each day and support from more than a dozen major trade organizations representing the broadcast, marketing and market research industries, Ad-ID is a must-have for all marketers and agencies. It provides essential tracking and measurement tools that benefit marketers and the entire industry.

As more organizations adopt Ad-ID throughout their processes, there are a few common misconceptions about the system:


Misconception #1Nobody uses Ad-ID.

·         The number of Ad-ID users continues to grow

·         More than half of national advertisers use Ad-ID and more than half of all TV ads are coded with Ad-ID.

Misconception #2Ad-ID is going to give all my information to SAG-AFTRA so they can figure out how many non-union commercials I produce.

·         Ad-ID treats all information and data entered into the Ad-ID system as confidential. None of the data that is entered into the Ad-ID system is shared with any third party, including SAG-AFTRA.

·         The only information shared with the union is which advertisers, agencies and vendors are creating codes in the Ad-ID system and which are not. This information is publicly available on the Ad-ID website.

 Misconception #3Ad-ID makes me input too much metadata.

·         Ad-ID requires basic information about ads in order to accurately track them. This includes 12 mandatory fields: media type, medium, definition, code record type, parent company, advertisers, brand, product, ad title, agency name, length and language.

·         Of the 12 fields:

o   Six fields are selected from a pre-defined list at the time of creating the Ad-ID code

o   Four fields are pre-populated during the Ad-ID onboarding process or selected from a pre-defined list

o   One field must be typed in at the time of creating the Ad-ID code (Ad Title)

o   One field is populated from the user’s profile

 Misconception #4:  The process I have now for coding ads works just fine. I don’t need Ad-ID.

·         A centralized registration authority for the advertising industry is needed in today’s complex advertising landscape. While your process may work within your company, you need to be able to track ads as they move throughout the supply chain. Without Ad-ID, ad metadata is exchanged inconsistently.

·         Ad-ID and its metadata are the foundation for measurement improvements. Advertisers today need more timely and granular measurement data as assets are moved across multiple platforms.

·         Ad-ID’s API (application programming interface) allows for permission-based sharing of information about ads. Ad-ID can integrate with many advertising industry vendors, streamlining processes and eliminating errors through the supply chain.

·         If you use SAG-AFTRA union talent, you are now mandated to use Ad-ID.

·        The Interactive Advertising Bureau's, Video Ad Serving Template (VAST 4.1) includes a UniversalAdId element which is used to provide a unique creative identifier that is maintained and tracked across all systems. As part of the VAST 4.1 requirement for the Universal Ad ID, Ad-ID is considered the registration authority for advertising in the United States. Read more about VAST here.

 Misconception #5:  Ad-ID costs too much.

       ·      Ad-ID is appropriately priced for the many benefits it provides and 

           the cost it incurs to provide them.The following are details on the Ad-ID cost structure as of 12/18/17:

o   There is no cost to activate either a locked or unlocked prefix

Video, Audio, Print, OOH and Other codes start at $30. 

Display Creative codes are charged at an introductory rate of $5 per code. Display creative includes banner ads, web pages, Landing pages, etc

o   For $25,000, you can create 2,000+ codes during an Account's 12 month period

o   Agency prefixes (“unlocked prefixes”) can be used by smaller advertisers

o  Credits in an Ad-ID account carry over from year to year

o   501(c)(3) charities receive codes free of charge.

Still not sold? Read Why Everyone Needs to Use Ad-ID. The benefits far outweigh the cost, and it’s easy to get started. Visit today or reach out to our customer service team with any additional questions.