Ad-ID Tracking Now Required For All Digital, TV, Radio Ads With SAG-AFTRA Members

Ad-IDAs 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.

Related Topics: Analytics | Channel: Analytics | Marketing Tools

Sponsored


About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

Connect with the author via: Email | Twitter



Marketing Day:

Get the top marketing stories daily!  

Share

Other ways to share:
 

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.
  • Pat Grady

    “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.”
    TV, Radio and others, getting their tech on!

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest

 
 

Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States

Europe

Australia & China

Learn more about: SMX | MarTech


Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!