×
You will be redirected back to your article in seconds

SAG-AFTRA Identifier Backed by Key Ad Management Company (EXCLUSIVE)

Ratification ballots sent out May 1

A key ad management company has come on board using the standard digital identifier — dubbed Ad-ID — that’s been mandated for ads using SAG-AFTRA members as of March 31, 2014.

Digital Generation announced Friday that it plans to adopt Ad-ID for commercials within its core operations. DG noted that it handles the “vast majority” of video advertising production, transcoding and distribution for U.S. advertisers and agencies.

The move comes two days after the performers union mailed ballots to its 160,000 members for ratification of a three-year successor deal to its commercials contract, which covers about $1 billion of member earnings annually. SAG-AFTRA’s board has endorsed the contract unanimously and ballots will be counted on May 31.

The provisions of the SAG-AFTRA agreement — hammered out over two months before the tentative agreement was reached on April 6 — require that Ad-ID is included in all commercials that feature SAG-AFTRA talent. The  implementation date has been set for March 31, 2014, in order to give the ad industry time to become accustomed to using the identifier.

George Musi, DG’s head of cross media analytics, told Variety that the use of Ad-ID “makes perfect sense” amid the proliferation of platforms on which ads are appearing.

“Actors need to be able to find where their ads are running,” he added. “Otherwise, they are going to be short-changed.”

The basic idea is to replace the multiple methods used to track performers compensation — which is based on how many times and where an ad airs — with a single system.

“Growing media fragmentation across many platforms makes interoperability across TV and digital media platforms essential,” Musi said. “We are well positioned to reduce multi-channel, multi-platform media complexity and enable our clients to more easily track video content and advertising as it migrates across a growing array of devices — whether on TVs, online, tablets, smartphones and video-on-demand systems.”

DG noted in the announcement that it had participated in the Coalition for Innovative Media Measurement’s (CIMM) Trackable Asset Cross-Platform Identification (TAXI) initiative — which included involvement of 28 media and entertainment entities from media agencies, advertisers, measurement companies, media outlets, and other vendors.

Currently, about half of the ad industry uses Ad-ID or about 800 users. The mark which is similar to the Universal Product Code for packaged goods, to track when and where a commercial is broadcast.

Ad-ID was developed by the signatories to the SAG-AFTRA commercials contract: the American Association of Advertising Agencies and the Association of National Advertisers.

“One of the challenges we face is the incompatibility and inconsistency of data as it passes through different systems, hardware, software and networks, which are managed by different multichannel operators before reaching data processors,” said Harold Geller, Ad-ID’s chief growth officer. “Decisions made at each step impact data quality and comparability across data sets. Universal adoption of Ad-ID for all advertising assets will eliminate the guesswork in merging and comparing data from internal and a variety of external measurement sources.”

More TV

  • Ronan Farrow Shepard Smith

    From Ronan Farrow to Shepard Smith, the Media News Is Nonstop (Column)

    There are so many big stories erupting on the media news front right now, it makes your head spin. All the upheaval is spurring spirited conversations across the industry that are sure to rage on for months. Of course, there’s the open warfare that’s broken out between Ronan Farrow and NBC News president Noah Oppenheim [...]

  • Nick Jonas, Shawn Levy Team for

    Nick Jonas, Shawn Levy Team for Netflix YA Series

    Nick Jonas and “Stranger Things” producer Shawn Levy are teaming on a YA holiday series which has been ordered at Netflix. The show in question, “Dash & Lily,” is based on the book series “Dash & Lily’s Book of Dares” by Rachel Cohn and David Levithan, and will consist of eight 30-minute episodes, scheduled to [...]

  • 'Grease' Spinoff Series Ordered at HBO

    'Grease' Spinoff Series Ordered at HBO Max

    HBO Max is clearly hopelessly devoted to “Grease.” The streamer has issued a straight to series order for “Grease: Rydell High,” a spinoff of the original John Travolta and Olivia Newton John 1978 musical. The new series will be set in and around the world of Rydell High, the school which Danny and Sandy attended [...]

  • TV Ratings: '9-1-1' Down, 'Prodigal Son'

    TV Ratings: '9-1-1' Down, 'Prodigal Son' Steady for Fox

    After three weeks hovering around the 1.6 rating mark, “9-1-1” dipped in week four to tie with “The Voice” as the top show on Monday night. The disaster series wrapped its tsunami arc to a 1.4 rating and 6.4 million total viewers, shedding roughly 1 million sets of eyeballs from last week. In better news [...]

  • A autora Carla Faour, a diretora

    Globo Presents ‘Second Call’ at Mipcom

    It’s been rare in recent decades that Latin American free to air tv has ventured into social drama as the realism needed to handle the genre has often been deemed to gritty to be entertaining. That’s not been the case for Brazil’s Globo however, which has moved waves and dales, which reaping prizes, with series [...]

  • Ronan Farrow NBC News Expose

    NBC News Chiefs Under Fire as Ronan Farrow Book Dishes Weinstein Dirt

    The long-awaited publication of Ronan Farrow’s book “Catch and Kill: Lies, Spies, and a Conspiracy to Protect Predators” has unleashed a furor within NBC News. “Catch and Kill,” set for release Oct. 15, portrays NBC News and its leaders as compromised while Farrow pursued the story of sexual assault allegations against Harvey Weinstein — because [...]

  • Shepard Smith Fox News Exit

    What Shepard Smith's Exit Means for Fox News

    For a figure who strove to present the news as evenhandedly as possible, Shepard Smith had become extremely controversial by the time he announced his departure from Fox News on Oct. 11. Indeed, it was his equanimity that made him controversial. Smith, the host of Fox’s hard-news 3 p.m. hour as well as anchor of [...]

More From Our Brands

Access exclusive content