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ANA Board of Directors Unanimously Supports Ad-ID

Wednesday, August 1, 2012

ANA Board of Directors Unanimously Supports Ad‐ID as the Industry Standard for Commercial Ad Coding Board wants standard in place no later January 2014.

New York, NY — August 1, 2012 — Heralding the importance and need for a singular, consistent and seamless commercial asset identification process, the ANA (Association of National Advertisers) Board of Directors announced its unanimous endorsement of Ad‐ID as the standard for digital advertising coding. The ANA board wants the marketing ecosystem to embrace Ad‐ID as the industry standard no later than January 1, 2014.

For years the industry had been slow to accept a common coding system for all advertising assets. The unwavering support of the ANA board crystalizes a preference that, until this point, had been highly scattered.

Ad‐ID currently serves the advertising asset coding needs of more than 800 companies in the U.S. Accessible 24/7 worldwide, the web‐based system generates a unique identifying code for each advertising asset across all media. Using Ad‐ID greatly improves workflow between agency, advertiser, distributor and medium. Universal acceptance by all marketers, media and agencies will unleash $1‐2 billion in productivity enhancement across the supply chain. Additionally, common coding will substantially enrich measurement for all syndicated suppliers.

“Syndicated workflow efficiency and syndicated measurement effectiveness are critical imperatives for our industry,” said Bob Liodice, president and CEO of the ANA. “At a time when media fragmentation is growing and new platforms are being created every day, the ANA board’s endorsement of Ad‐ID brings efficiency and precision to the advertising supply chain.”

Until now, coding of advertising assets has taken a variety of forms — from logbooks and spreadsheets managed by agency staff to the highly sophisticated Ad‐ID. The endorsement of Ad‐ID by the ANA board brings with it the support of many of the world’s biggest brands.

Developed jointly by the American Association of Advertising Agencies (4A's) and the ANA, Ad‐ID replaced the previous ISCI commercial coding system several years ago. Now with substantial advances in digital advertising asset management, ANA’s board wants to accelerate supply chain productivity improvements and syndicated measurement advances.

About the ANA
Founded in 1910, the ANA (Association of National Advertisers) leads the marketing community by providing its members with insights, collaboration, and advocacy. ANA's membership includes more than 450 companies with 10,000 brands that collectively spend over $250 billion in marketing communications and advertising. The ANA strives to communicate marketing best practices, lead industry initiatives, influence industry practices, manage industry affairs, and advance, promote, and protect all advertisers and marketers. For more information, visit, follow us on Twitter, join us on Facebook, or visit our YouTube channel.

Press Contacts:
Luna Newton
CooperKatz & Co. for the ANA

Marcus Hardy
CooperKatz & Co. for the ANA