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{"id":75157,"date":"2021-07-22T07:21:44","date_gmt":"2021-07-22T11:21:44","guid":{"rendered":"https:\/\/www.beet.tv\/?p=75157"},"modified":"2021-07-22T08:11:09","modified_gmt":"2021-07-22T12:11:09","slug":"nbcuniversal-embraces-ad-id-for-cross-channel-ad-asset-tracking","status":"publish","type":"post","link":"https:\/\/dev.beet.tv\/2021\/07\/nbcuniversal-embraces-ad-id-for-cross-channel-ad-asset-tracking.html","title":{"rendered":"NBCUniversal Embraces Ad-ID For Cross-Channel Ad Asset Tracking"},"content":{"rendered":"When you’re a peacock whose rainbow wings spread across a wide variety of media channels, ensuring you get the correct assets in place can be a challenge.<\/p>\n
That’s why NBCUniversal has announced it will adopt Ad-ID<\/a>, a kind of “bar code” identifier for advertising, as its standard for managing ad asset in-flow through its One Platform<\/a> suite.<\/p>\nAd-ID was developed and is jointly owned by the American Association of Advertising Agencies (4As) and the Association of National Advertisers (ANA).<\/p>\n
In this video interview with Beet.TV, NBCUniversal’s Brad Epperson explains what is happening.<\/p>\n
A unique code for ads<\/h2>\n
“As we’ve got commercials across our linear television channels, everywhere on all of our digital platforms plus Peacock, this allows us to have a growth strategy that adds the commercial quality and the commercial creative as the centre with one standard of a naming convention attached to all of them,” Epperson says.<\/p>\n
Ad-ID<\/a> uses 11-digit versions of the ISCI alphanumeric codes the TV industry has been using<\/a> the identify its ad assets since the 1970s.<\/p>\nSince 1992, the ANA and 4As have been responsible for setting standard ad asset coding. Ad-ID, launched in 2002, is a replacement<\/a> for ISCI, which had previously been used for that purpose but which the bodies said<\/a> was “unregulated” and non-standard, leading them to make the full migration<\/a> in 2007.<\/p>\nThe code can resolve metadata which, Epperson says, “can be scheduled or facilitated in a way that allows us to really improve the viewing experience, and it gives us a whole new set of technological capabilities that just have never existed before”.<\/p>\n