• by Wayne Friedman , December 16, 2016

Seven advertising-services companies -- with expertise in delivery, production, traffic, talent licensing and rights management -- are creating an ad consortium intended to find more efficiency in the tracking and distributing of creative advertising content.

Companies in the consortium include Adstream, Comcast Technology Solutions, Burns Entertainment & Sports Marketing, Entertainment Communications Network, Syncro Services Digital Media, Yangaroo, and The Team Companies.

The Ad Consortium is needed for a growing creative advertising ecosystem, say the companies, which is more multi-channel, global and complicated.

“Creative asset management is one of the biggest pain points for the industry, given how complex the landscape is from start to finish,” stated Ian Wheal, global strategy director at Adstream, an ad tech company specializing in advertising workflow, management, and cross-media distribution.

Some of the group’s objectives include: Identify the best approaches for  file-sharing, analytics, talent and rights usage; find common terms for efficiency to improve accuracy and eliminate “operational waste”; use tools such as Ad-ID as a common metadata source; and steer marketers through emerging media.