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Ad-ID and the New SAG-AFTRA Contract

Tuesday, 21 May 2013

By Harold S. Geller, Chief Growth Officer of Ad-ID


SAG-AFTRA Identifier Backed by Key Ad Management Company (EXCLUSIVE)

A key ad management company has come on board using the standard digital identifier — dubbed Ad-ID — that’s been mandated for ads using SAG-AFTRA members as of March 31, 2014.

Digital Generation announced Friday that it plans to adopt Ad-ID for commercials within its core operations. DG noted that it handles the “vast majority” of video advertising production, transcoding and distribution for U.S. advertisers and agencies.


SAG-AFTRA, Ad Industry Agree On ID System

SAG-AFTRA and the ad industry will begin using a standard digital identifier — dubbed Ad-ID — in a little less than a year, assuming that members of the performers union ratify the tentative deal.

Leaders of the union OKd the three-year successor pact Sunday, triggering a ratification vote next month by the 160,000 SAG-AFTRA members. The provisions require that Ad-ID is included in all commercials that feature SAG-AFTRA talent, with the implementation date set for March 31, 2014, in order to give the ad industry time to become accustomed to using the identifier.


Ad-ID wins mandate in voice talent pact.

In a move that’s likely to jumpstart the rollout of Ad-ID in the radio industry, the new contract settlement between SAG-AFTRA and the advertising industry will require all commercials to include an Ad-ID code.  “For the radio industry this is a significant move,” Ad-ID chief growth officer Harold Geller says.


Commercial Actors Get 6% Pay Hike in New Contract

The advertising industry's tentative contract with actors for commercial production will generate an estimated $238 million in increased payments for commercial actors through a 6% average wage and payment increase. It will also give the Association of National Advertisers something it's long sought: much wider use of it's the Ad-ID standard for identifying advertising assets across all media.