As of March 31, all ads including any of the 165,000 SAG-AFTRA (Screen Actors Guild-American Federation of Television and Radio Artists) members must use Ad-ID tracking due to a mandate signed last year.
Ad-ID is a universal identifier developed by the American Association of Advertising and the Association of National Advertisers to help track how many times a specific ad appears across TV, radio, and digital platforms. SAG-AFTRA’s use of the identifier is to ensure performers are compensated for each time the ad appears, but Ad-ID can be utilized for more than that.
Now that Ad-ID is cementing its position as the industry standard, here are 10 things you need to know:
1. Ad-ID provides specific codes for all ad assets. Every single ad product will have its own unique Ad-ID to enhance tracking, billing, and a variety of other metrics.
2. Ad-ID allows for permissions. As part of its security features, Ad-ID allows the addition and deletion of users, as well as the restriction and editing of rights.
3. Ad-ID has metadata. In addition to the unique identifier, Ad-ID allows for the creation and sharing of metadata. There’s a digital asset management tool that allows users to enter information into different categories, like agency, advertisement, production, and more.
4. Major ad agencies trust Ad-ID. On the Ad-ID website, there are industry testimonials for the system coming from prominent agencies like Havas Worldwide, Saatchi NY, Sanders Wingo, The Richards Group, and Wyeth Advertising.
5. Ad-ID is easily accessible. Although security measures are in place, third-parties can easily access Ad-ID data with permission and authorization from the agency or advertiser.
6. Ad-ID provides info for a variety of reports. The unique identifier collects a variety of data that is then searchable for agencies and advertisers. It’s easy to then generate a number of different reports.
7. Ad-ID provides standardized data. This means data can be transferred among a variety of partners for various purposes like competitive reporting, commercial clearance, commercial verification, and digital asset management.
8. Ad-ID helps everyone get paid. On its most visible level, it's helping SAG-AFTRA performers get paid. But the data it provides also helps everyone involved in the chain ensure they are compensated for their role.
9. Ad-ID integrates with other systems. Ad-ID will work in conjunction with in-house commercial asset management systems with little fuss. The Ad-ID codes do not have to be generated directly on the Ad-ID website — they can be created within in-house systems.
10. Common coding through Ad-ID could unlock an estimated $2 billion in productivity. As of 2013, only a third of all commercials were utilizing Ad-ID, according to data on its website. Standardizing the adoption of Ad-ID could result in huge, industry-wide savings.