–” the US is like the beta test,” Liodice said– theres no factor it cant be utilized overseas.
Audience targeting to serve ads more effectively across platforms gets a lot of attention– but the user experience often gets brief shrift.
On Thursday, Univision became the most current broadcaster to sign on with Ad-ID, a standard innovative identifier that was very first presented as a collaboration between the 4As and the Association of National Advertisers (ANA) in 2002.
Ad-ID is a 12-digit code that uniquely identifies advertisement creatives so that marketers can better manage their campaigns and avoid some of the typical issues that emerge as part of the digital video ad experience– especially overfrequency.
Adoption has been sluggish and, up until now, primarily limited to linear Television, said Marla Kaplowitz, president and CEO of 4As. “Weve been attempting to push it into digital for numerous years.”
Adoption across digital platforms has actually been ticking up because the IAB launched the very first version of its video ad serving template, or VAST, in 2008.
Ad-ID made its greatest dive into the digital world last summertime, when it announced NBCU as its very first official publishing partner.
To that end, Ad-IDs network of companies and marketers has grown between 10% and 15% because then, said ANAs CEO Bob Liodice.
” Ad-ID is a superhighway from the advertiser all the method through to the end customer,” Liodice included. “Its basically a digitized inventory tracker.”
And without it, measuring across platforms cant happen, stated Donna Speciale, president of sales and marketing at Univision.
” Everybodys speaking about cross-platform measurement and audience targeting across the board,  thats just not possible without tracking creatives– the systems need to link,” Speciale stated. “Ad-ID brings us into the next century of what [media companies] require to be able to do throughout platforms.” And yet, the systems utilized for cross-platform television and video measurement are still old.
” We sent a male to the moon in the 60s, but we still cant count audiences in 2022,” Liodice quipped.
Univision, among the biggest Spanish-language broadcasters, is likewise Ad-IDs first media partner with proprietary material in a language besides English.
” [Univisions] role in the community is so vital in terms of Spanish-language programming,” Kaplowitz said.” [And] this shows the worth of every aspect of the environment, no matter language.” The ANA is mostly pressing Ad-ID in the United States [ for now]–” the US resembles the beta test,” Liodice said– theres no factor it cant be utilized overseas.
Eventually, Ad-ID will go likely and international become compulsory, Speciale said, noting that “multiculturalism is at the forefront of the conversation now.”
Still, adoption stays a challenge, regardless of strides in the ideal instructions.
” A media business can bring Ad-ID on,” Special said. “But if the companies and the marketers arent utilizing it, then it doesnt work.”