• August 18, 2004

The four largest broadcast networks--ABC, CBS, NBC, and Fox--have signed on to begin accepting Ad-ID codes. The announcement, released jointly by the Association of National Advertisers (ANA) and the American Association of Advertising Agencies (AAAA) represents the first commitment by major broadcasters since the Ad-ID project began two years ago. Ad-ID, which is often compared to the marketing community's "UPC code," assigns a unique system-generated identification code to any advertising asset from television, online, print, and radio. The product is intended to improve the accuracy and efficiency of advertising processes, including delivery, billing, and effectiveness measurement. According to the ANA and the four A's, more than 100 major marketers--including Johnson & Johnson, Procter & Gamble, Con Agra, PepsiCo, Ernst & Young, Ford, Coors, Wachovia, and others--have signed onto Ad-ID.