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Important Notice Regarding Change in Ad-ID Pricing and Service

Friday, November 16, 2012

This notice is to inform you that effective December 17, 2012, there will be a material change in pricing, as well as in Ad-ID programs and service. 


Under the new pricing model, 75% of current customers will pay less. Credits will be carried over from year to year, and the prefix cost will be $500, down from $1,500. In addition, small advertisers who spend less than $5 million in all media per year can use their agency’s or commercial producer’s prefix. 

The new pricing per code created on behalf of an advertiser in a 12-month period will be:

  • $40 for the first 100 codes
  • $30 for the next 300 codes
  • $5 for the next 400 codes
  • All codes over 800 at $0

 The new, simpler pricing model replaces the “unlimited” contract with a 12 month “cap” of $15,000 or 800 codes, after which the codes are free.

This pricing model will more fairly distribute costs to larger and smaller advertisers. The current pricing model is considered a “use it or lose it” model that has led to a significant percentage of underutilized contracts. 

As a result of allowing for “carryover,” the contract renewal discounts for underutilized contracts will no longer be available. If you qualify for an underutilized discount, you must request it on or before December 14, 2012. There will be no exceptions. 

Elimination of Certain Programs

With the flexibility of the new pricing model and the introduction of the new Ad-ID system, the following programs will no longer be available: 

  • Multi-Year Contract Discounts 
  • Small Advertiser Program 
  • Direct Response Advertiser Program 
  • Multiple Prefix Discounts 
  • Pro Bono Program 
  • Limited Prefix Program 

We will honor the existing rates for those currently participating in these programs through the end of your current contract period. After such time, your contract terms will be changed over to the new Ad-ID pricing. For those who have a limited prefix, the prefix will be automatically converted to a standard prefix as of the launch of the new Ad-ID system.

We will continue to offer the Nonprofit and 501(c)(3) programs for those who qualify, and current accounts will remain active through the contract expiration date.

With the launch of the new system, the traffic template feature will no longer be offered. 

New Ad-ID System 

There will be a number of changes in the Ad-ID program. To help you prepare for the December 17 launch of the new Ad-ID system, three one-hour training and informational webinars are scheduled for early December. You may choose any one to attend: 

  • Tuesday, December 11, 1–2 p.m. ET (10 a.m.–11 a.m. PT)
  • Thursday, December 13, 1–2 p.m. ET (10 a.m.–11 a.m. PT)

These changes reflect the comments and suggestions we have heard from our customers, and recognize the growth of Ad-ID as we become the industry standard for commercial ad coding.

We appreciate your support, and look forward to working together in the coming years.

Harold S Geller
Chief Growth Officer