As of March 31, any advertising that features one of the more than 165,000 members of the SAG-AFTRA union must now incorporate Ad-ID, a web based system for tracking commercial performance across all media. The deal covers all commercials produced for television, radio and digital platforms.
The universal identifier, developed in 2003 by the American Association of Advertising Agencies (4A’s) and the Association of National Advertisers (ANA), tracks where and how many times an ad airs across all platforms. That information then translates into how much a SAG-AFTRA performer is compensated. The SAG-AFTRA contract that requires Ad-ID to be used on all commercials was signed last April. The contract went into effect on March 31.
The SAG-AFTRA mandate should have a significant impact on getting Ad-ID codes implemented across all major advertising, and make it the standard identifier in the industry — across all media.
Adoption isn’t complete however, despite the fact that the industry has had nearly a year to prepare for Ad-ID implementation. President and CEO of the ANA and CEO of Ad-ID, Bob Liodice, told Variety last week that only about 65 percent are in compliance. Ad-ID will start to report on the advertisers, agencies and vendors that aren’t creating codes in Ad-ID, however Ray Rodriguez, SAG-AFTRA chief contracts officer, said in the announcement that they’re optimistic most non-compliance can be addressed without moving to grievance and arbitration procedures.
“We are confident that adoption of a universal tracking code for commercials will benefit the entire industry including advertisers and SAG-AFTRA,” Rodriguez said. “Ad-ID will simplify workflow and ensure accurate reporting,” said Rodriguez.
The standard system should for streamlined tracking and measurement processes for advertisers as well. “I feel that the universal adoption of Ad-ID across all platforms is essential in enabling workflow efficiencies, eliminating human error, and ensuring accurate measurement and reporting across all fragmented landscapes,” said Jessica Blancovich, broadcast and digital traffic manager at The Richards Group, in a statement.