You are here


How does this impact other companies, besides advertisers and agencies?


All companies should adopt best practices and be sure that any advertising assets that use union talent are consistently using Ad-ID codes.

Has the contract been ratified?


The contract was ratified on May and the contract is retroactive to April 1. Per the contract, while there is a grace period through March 31, 2014 to allow the conversion, best practices clearly dictate against such brinkmanship. To ensure consistency with the SAG-AFTRA contract provisions, we strongly recommend that the transition to Ad-ID codes for all television, radio and digital commercial production begin as soon as possible.

Is everyone aware of this requirement? Who has been notified?


The Ad-ID requirement has been, and will continue to be, broadly communicated throughout the marketing ecosystem.

What led the union to agree to require Ad-ID?


During a 2012 pilot test, it was found that commercial identifiers are not used consistently, which resulted in the need to estimate a significant percentage of the use fees calculated. A uniform digital identifier ensures more accurate accounting
than today’s system of varied identifiers and manual calculations. Full adoption of Ad-ID will allow accurate tracking and measurement by advertisers of their advertising assets across all platforms.

What is the Clearinghouse Initiative?


The ANA, 4A's and SAG-AFTRA have agreed to jointly undertake the Clearinghouse Initiative - designed to ensure more accurate tracking and accounting of talent residual payments. It will be a centralized, secure database to manage, aggregate and report upon commercial airplay. As the project moves forward in the coming year, more details about the Clearinghouse Initiative will become available.