• by Joe Mandese  @mp_joemandese, December 12, 2018

The Association of National Advertisers (ANA) and the American Association of Advertising Agencies (4A’s) today will begin pushing the industry for widespread adoption of Ad-ID and the Video Ad Serving Template (VAST) 4.1.

Ad-ID is a joint venture of the ANA and the 4A’s that developed a digital code for identifying advertising assets across the entire advertising process, and across all media platforms they are rendered on.

VAST 4.1 is the latest version of industry standard communication requirements between ad servers and video players developed by the Interactive Advertising Bureau’s (IAB) Tech Lab.

The call for adoption comes as the IAB hosts its Tech Lab Video Summit today.

The new VAST 4.1 version includes key updates for improving ad verification, measurement and server-side ad insertion.

Most importantly, the new version also allows Ad-ID codes to be included in the VAST tag, enabling creative ad assets to be correctly identified across all media platforms.

The trade organizations say the integration will enable better ad ops, measurement and overall management of advertising assets, including frequency capping.

ANA CEO Bob Liodice noted this will enable advertisers to “streamline media workflows and improve audience measurement.”