- Ad-ID—the universal ad indexing system developed by 4A's and ANA—is planning pricing model changes in an effort to attract more small brands.
- The index is used by 84% of TV networks and 70% of marketers with annual budgets of $100 million or more.
- Smaller brands have been slower to adopt Ad-ID despite the relatively low price of $40 a tag with a $15,000 cap for unlimited tags.
Ad-ID makes it easier for ad buyers and sellers to determine that their ad ran in the correct slot, the correct number of times.
A new pricing model should help some smaller brands get on board with the index, but the real problem likely lies in proving its value. Brands, big and small, might be faster to adopt Ad-ID if the benefits were more clear.