ZONZA integrates Ad-ID
Michelle Clancy
| 24 September 2014
ZONZA, a digital asset management and content-distribution platform, is to integrate Ad-ID, the ad-coding system developed by the American Association of Advertising Agencies (4As) and the ANA (Association of National Advertisers), into its workflow.

Ad-ID is designed to enable users to enter metadata for advertising assets in order to track those assets more reliably across platforms—it's estimated that as many as half of all video ads aren't actually viewed. The integration marks the first for a digital asset management (DAM) platform and represents a development toward Ad-ID's goal of becoming a global standard.

In 2013 Ad-ID was selected by SAG-AFTRA as the sole commercial identifier for all commercials produced for television, radio and digital platforms featuring union members.

"ZONZA is the 'engine' Deluxe Advertising Services uses to deliver clients' content to outlets such as TV stations and networks," said Greg Smith, general manager of Deluxe. "Beyond the known advantages of having a standard ID for each ad and a singular location for core metadata, Ad-ID's integration into ZONZA gives our clients and prospects the ability to leverage Ad-ID on a global basis, and major clients have cited this as a benefit. Improved standardisation and identification in advertising will lead to greater scale for the industry."

The ZONZA-Ad-ID alliance represents an expansion of Deluxe's relationship with Ad-ID, which is integrated into Deluxe's MediaVu, a leading provider of ad clearance.

"Hogarth's aim has always been to help businesses better use creative assets in production," said Barry Jones, co-founder and CEO of Hogarth Worldwide. "ZONZA's integration with Ad-ID is very much in line with this vision and can transform the way content is handled and shared. This is another step in ZONZA's journey to become the tool of choice to store, deliver and distribute creative assets globally between agencies, networks and all their partners." inShare0