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Digital Initiatives 

ebiz for media Panel, 2007 Media ConferenceAt the beginning of the year, Harold S. Geller was named senior vice president, digital initiatives, AAAA. In this newly created role, Mr. Geller is responsible for all AAAA digital initiatives, including promotion and sales of Ad-ID™, the industry-wide standard for digital identification of advertising assets across all media platforms, as well as ebiz for media, the AAAA’s initiative to develop a purely electronic exchange between media buyers and sellers.


Ad-ID™ took a leadership role in metadata standards conversations with Society of Motion Picture and Television Engineers, Society of Cable Television Engineers, Advanced Media Workflow Association and the print industry’s IDEAlliance. These conversations took place so that the needs of the advertiser and advertising agencies are taken into consideration, and as Ad-ID becomes an integral component to business processes, all groups continue to work in partnership as fully digital workflows evolve.

A record 47,000 Ad-IDs were generated in 2007; since 2003, more than 108,000 Ad-IDs have been generated for more than 500 advertisers.

In 2007, Ad-ID shifted its focus from direct advertiser and agency sales to collaboration throughout the marketing communications landscape to improve accountability, reduce
human error and bring value to the advertiser.

Ad-ID became the only authorized cross-media advertising asset-coding system after the AAAA and ANA announced the withdrawal of ISCI—the manual advertising asset-coding system in place since 1969—from the marketplace in October 2007.

Here are just a few AAAA Digital Initiatives that were started in 2007, that will yield best practices for Ad-ID and the media industry, and spur adoption:

  • Out-of-home media: Microsoft proposed to the Outdoor Advertising Association of America (OAAA) and the leading operators in that space that Ad-ID be used in conjunction with a 2-D barcode to enable interactivity with outdoor posters.
  • Print media: Adobe is proposing to “inject” Ad-ID metadata, using its XMP (Extensible Metadata Platform) protocol, into advertising assets, making that data available throughout the print workflow to all necessary parties. In addition, Managing Editor Inc. (MEI) is proposing to use Ad-ID in its automated pagination and workflow solutions for newspaper and magazine publishers.
  • Broadcast media: Nice Spots, a New York-based production facility, has integrated Ad-ID metadata into its systems and will demonstrate a key benefit of maintaining the accuracy of the Ad-ID database.

ebiz for media

In 2007, the AAAA Registry of Trading Partners was launched. It is the central repository for information, enabling media and agency systems to electronically route business transactions, ranging from proposals to invoices.

The AAAA role in this effort has evolved into becoming a governing body for industry standards, which are developed and maintained by each industry vertical trade association. The AAAA met with the heads of all major agency systems to establish a dialogue and the beginnings of a single industry agenda. In concert with the media reinvention project, these efforts aim to improve productivity throughout the industry.

Efforts are now underway in all media to develop, update, and maintain standards and transaction schema for their industries.

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