Ad-ID
Encyclopedia
Ad-ID is the advertising industry standard unique identifier for all commercial assets. It replaced the ISCI
system in 2003. It is used to track advertising from the point of concept, through creation and on to distribution, and the media. It is mostly used in Television
, Radio
and OOH (Out-of-home advertising
) but has been gaining traction online and in print.
Critical information about each ad and campaign is managed with Ad-ID. Details of the ad, what media the ad will be used in, clearance status, usage restrictions, related executions, and other vital information can be accessed by authorized users.
(AAAA) and the Association of National Advertisers
, Inc., (ANA), Ad-ID uses the TV standard, ISCI
commercial coding system as its foundation. The ISCI code was an 8 character alphanumeric code that was in use since 1970 and was not centrally managed. With only 8 characters the codes were running out, hence the creation of the 12 digit Ad-ID code.
Ad-ID codes are 12 digits in length, four alpha and eight alphanumeric characters. The first four alpha characters are company identification prefixes. All existing ISCI prefixes are grandfathered into the Ad-ID system. Ad-ID codes are computer generated through a secure, Web-accessible database
, located at www.ad-id.org.
to maximize the use of the 12 digit codes.
The Ad-ID system required the last 4 characters of a code to increment from the left to right, and to cycle through numbers and letters. Ad-Id codes are 12 digits, however, many legacy systems only accept 10 digits, this algorithm allowed for the creation of the maximum number of unique codes using only the first 10 digits, creating 1296 combinations instead of 99 before a duplicate is encountered within position 9 and 10 of the code.
The algorithm was written by Wesley Warren of Vexcom, a development partner of Ad-ID.
, Adobe Systems
, Ford, BMW
, Pepsi
, HP
ISCI
An International Standardized Commercial Identifier code conforms to a standard used to identify commercials aired on commercial television worldwide, for TV stations, ad agencies, video post-production houses, radio stations and other related entities to identify commercials for airing.It was...
system in 2003. It is used to track advertising from the point of concept, through creation and on to distribution, and the media. It is mostly used in Television
Television
Television is a telecommunication medium for transmitting and receiving moving images that can be monochrome or colored, with accompanying sound...
, Radio
Radio
Radio is the transmission of signals through free space by modulation of electromagnetic waves with frequencies below those of visible light. Electromagnetic radiation travels by means of oscillating electromagnetic fields that pass through the air and the vacuum of space...
and OOH (Out-of-home advertising
Out-of-home advertising
Out-of-home advertising is made up of more than 100 different formats, totaling $6.99 billion in annual revenues in 2008 in the USA. Outdoor advertising is essentially any type of advertising that reaches the consumer while he or she is outside the home...
) but has been gaining traction online and in print.
Critical information about each ad and campaign is managed with Ad-ID. Details of the ad, what media the ad will be used in, clearance status, usage restrictions, related executions, and other vital information can be accessed by authorized users.
Origin
Ad-ID was developed by the American Association of Advertising AgenciesAmerican Association of Advertising Agencies
The 4A's is an American advertising agency trade association.Founded in 1917, their website states that 4A's membership "produces approximately 80 percent of the total advertising volume placed by agencies nationwide." The association issues annual awards for the best agencies, in different...
(AAAA) and the Association of National Advertisers
Association of National Advertisers
The Association of National Advertisers is a representative body for the marketing community in the United States of America. ANA’s membership includes over 400 companies with 9,000 brands that collectively spend over one hundred billion dollars in marketing communications and advertising....
, Inc., (ANA), Ad-ID uses the TV standard, ISCI
ISCI
An International Standardized Commercial Identifier code conforms to a standard used to identify commercials aired on commercial television worldwide, for TV stations, ad agencies, video post-production houses, radio stations and other related entities to identify commercials for airing.It was...
commercial coding system as its foundation. The ISCI code was an 8 character alphanumeric code that was in use since 1970 and was not centrally managed. With only 8 characters the codes were running out, hence the creation of the 12 digit Ad-ID code.
Ad-ID codes are 12 digits in length, four alpha and eight alphanumeric characters. The first four alpha characters are company identification prefixes. All existing ISCI prefixes are grandfathered into the Ad-ID system. Ad-ID codes are computer generated through a secure, Web-accessible database
Database
A database is an organized collection of data for one or more purposes, usually in digital form. The data are typically organized to model relevant aspects of reality , in a way that supports processes requiring this information...
, located at www.ad-id.org.
Technology
The Ad-ID system uses a web interface and a set of custom APIs to manage the system and integrate with customers systems. The system uses a unique algorithmAlgorithm
In mathematics and computer science, an algorithm is an effective method expressed as a finite list of well-defined instructions for calculating a function. Algorithms are used for calculation, data processing, and automated reasoning...
to maximize the use of the 12 digit codes.
The Ad-ID system required the last 4 characters of a code to increment from the left to right, and to cycle through numbers and letters. Ad-Id codes are 12 digits, however, many legacy systems only accept 10 digits, this algorithm allowed for the creation of the maximum number of unique codes using only the first 10 digits, creating 1296 combinations instead of 99 before a duplicate is encountered within position 9 and 10 of the code.
The algorithm was written by Wesley Warren of Vexcom, a development partner of Ad-ID.
Users
Some of the largest companies in the world use Ad-Id everyday to manage and track their advertising assets. Companies such as MicrosoftMicrosoft
Microsoft Corporation is an American public multinational corporation headquartered in Redmond, Washington, USA that develops, manufactures, licenses, and supports a wide range of products and services predominantly related to computing through its various product divisions...
, Adobe Systems
Adobe Systems
Adobe Systems Incorporated is an American computer software company founded in 1982 and headquartered in San Jose, California, United States...
, Ford, BMW
BMW
Bayerische Motoren Werke AG is a German automobile, motorcycle and engine manufacturing company founded in 1916. It also owns and produces the Mini marque, and is the parent company of Rolls-Royce Motor Cars. BMW produces motorcycles under BMW Motorrad and Husqvarna brands...
, Pepsi
Pepsi
Pepsi is a carbonated soft drink that is produced and manufactured by PepsiCo...
, HP