Technology powerhouses Comcast Technology Solutions and AD-ID team up, aiming to enhance advertising standards.
NEW YORK and DENVER's Unified Front - Boosting Advertising Efficiency
In a groundbreaking move, AD-ID and Comcast Technology Solutions (CTS) are teaming up to champion the use of standardized advertising data and operational workflows within the industry.
"We're bloody thrilled to partner with Comcast Technology Solutions," beams Nada Bradbury, CEO of AD-ID. "This alliance aims to escalate the adoption of AD-ID across the bloody industry, contributing to increased efficiency, transparency, and interoperability for all stakeholders, including advertisers, publishers, and agencies."
Founded by the ANA and the 4A's, AD-ID seeks to standardize how advertising assets are tagged. With over 3,000 advertisers of all sizes and most North American advertising agencies under its belt, AD-ID provides a unique ID and associated metadata (e.g., advertiser's name, title, ad length, language, product categorization, etc.) that allows buyers and sellers to track ad creative throughout the media landscape. This includes handy data on ad placements to aid ad planning, frequency caps, and measurement.
The alliance with CTS is aimed at raising awareness and comprehension of the benefits of standardized advertising identifiers across the industry. They also aim to promote the integration and adoption of AD-ID into advertising technology platforms and workflows.
"Brands and advertisers need to make their buck stretch as far as it can, necessitating intricate technological alignment behind the scenes," adds Bart Spriester, senior vice president and general manager of streaming, broadcast, & advertising for Comcast Technology Solutions.
"Upholding that objective requires a reliable, standardized means to identify ads, offered by AD-ID, to facilitate better ad planning, management, and measurement," he continued. "We're f*ing excited to collaborate with AD-ID to promote its benefits across our ecosystem of partners and customers, and when combined with CTS' AdFusion™, to help reduce complexity, streamline workflows, and drive results."
This union advances the industry's push to standardize advertising data and workflows, with the Ad Creative Identity Framework (ACIF), produced by the IAB Tech Lab, also contributing to the cause. ACIF is instrumental in promoting the essential use of IDs in the advertising workflow, with AD-ID serving as the registry of record for North America.
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Comcast Technology Solutions serves advertisers and brands through CTS' AdFusion, which offers end-to-end creative management for ad delivery, management, and post-production. AdFusion merges media buys with creative assets and metadata to simplify ad workflows, automate, and expedite the whole process, from the final media buy to traffic instruction creation and asset delivery.
For more information, visit www.comcasttechnologysolutions.com.
- The partnership between AD-ID and Comcast Technology Solutions (CTS) aims to increase the usage of AD-ID across the industry, leading to improved efficiency, transparency, and interoperability for all participants, including advertisers, publishers, and agencies.
- AD-ID, founded by the ANA and the 4A's, aims to standardize the tagging of advertising assets, providing a unique ID combined with metadata that allows stakeholders to track ad creative throughout the media landscape.
- Bart Spriester, senior vice president and general manager of streaming, broadcast, & advertising for Comcast Technology Solutions, asserted that brands and advertisers need to optimize their spending, necessitating technical alignments, and emphasized the importance of standardized advertising identifiers for better ad planning, management, and measurement.
- CTS' AdFusion offers end-to-end creative management for ad delivery, management, and post-production, merging media buys with creative assets and metadata to simplify ad workflows, automate processes, and expedite the overall delivery of advertisements.
- The Ad Creative Identity Framework (ACIF), produced by the IAB Tech Lab, is another key contributor to the industry's efforts to standardize advertising data and workflows, promoting the vital role of IDs in streamlining ad workflows.
- AD-ID serves as the registry of record for North America, underscoring its importance as a cornerstone in the advertising industry's push for standardization in data and workflows, aiding businesses in the technology, finance, media, and broadcast sectors.
