Ad-ID preps automated metadata feature


Details

Michelle Clancy

| 06 November 2015





Ad-ID, the industry standard for identifying advertising assets across all media platforms, has announced a new function: Complete External Access (CEA).


The service provides broadcasters and media vendors with access to metadata registered with Ad-ID. This will allow companies to improve their verification abilities, reducing the risk of errors and eliminating confusion related to the identity of advertising assets. The enhancements will also enable more accurate and efficient cross-platform measurement.

CEA will launch in January 2016, and ABC, CBS, Fox Networks Group, The NBC Universal Networks, CBS Interactive, A+E Networks (A&E, FYI, HISTORY, H2, Lifetime, LMN) and Viacom have said that they plan to integrate it with their current processes.

"Complete External Access will enable tremendous cross-platform innovation, which is vital for media networks," said Patrick McGovern, SVP, strategy and business operations at ABC. "The industry needs to embrace standardised metadata practices in order to move us forward."

The identification data that is currently shared with media networks through manual processes is the same data that will be shared with these companies automatically through CEA, establishing a standard format for sharing information.

"Complete External Access is a significant step toward reducing – and ultimately eliminating – the rekeying of advertising asset metadata at every point of the advertising supply chain," said Harold Geller, chief growth officer at Ad-ID. "We look forward to collaborating with media publishers, advertisers, agencies, measurement companies and others in the advertising community to highlight the real value of standardised metadata and interoperable systems."