October 8, 2012 – New York, NY – The marketing-media ecosystem moved a step closer to a single, seamless asset identification process with the 4A’s (American Association of Advertising Agencies) Board of Directors announcing its unanimous support to make Ad-ID the industry standard by January 1, 2014.
Developed jointly by the 4A's and the Association of National Advertisers (ANA), Ad-ID is a web-based system that generates a unique identifying code for each advertising asset across all media. Ad-ID currently serves the advertising asset coding needs of more than 800 companies in the U.S., greatly improving the workflow between agency, advertiser, distributor and medium.
Both associations believe that syndicated workflow efficiency and syndicated measurement effectiveness are critical imperatives for our industry. At a time when media fragmentation is growing and new platforms are being created everyday, the 4A’s board’s endorsement of Ad-ID brings efficiency and precision to the advertising supply chain.
Industry-wide adoption of Ad-ID will provide not only greater efficiencies in measurement but financial benefits as well. Acceptance by all marketers, media and agencies will unleash $1-2 billion in productivity enhancement across the supply chain. “There’s no question that Ad-ID will save agencies money because a lot of today’s processes are manual. Once you move away from manual, you can use those people in other ways,” said Nancy Hill, President-CEO, 4A’s.
About the 4A’s
The American Association of Advertising Agencies is the national trade association of the advertising agency business. The 1,196 member agency offices it serves in the U.S. employ 65,000 people, offer a wide range of marketing communications services, and place 80 percent of all national advertising. The management-oriented association helps its members build their businesses, and acts as the industry’s spokesman with government, media, and the public sector. For more information, visit the 4A’s Web site, www.aaaa.org.