• by Tyler Loechner  @mp_tyler, February 11, 2014

Clypd, an ad tech startup for television, and Ad-ID, a joint venture of the American Association of Advertising Agencies (4As) and the Association of National Advertisers (ANA), today announced that Ad-ID coding will be incorporated into clypd’s TV tech platform.

Clypd is a platform for programmatic video and TV trading. Ad-ID is the ad industry’s digital coding standard. This partnership marks the first time a programmatic TV platform will use Ad-ID coding.

Ad-ID houses a database that stores information about each commercial. Through this integration, marketers and buying platforms will be able to associate Ad-ID coding with specific TV commercials, per a release.

“Incorporating Ad-ID into the clypd platform brings an important industry standard for advertising assets into the programmatic TV ecosystem,” stated Jason Burke, vice president of product, clypd.