NBCUniversal has signed up to incorporate Ad-ID -- an industrywide tool for standardizing and evaluating advertising assets -- into its media platform, becoming the first major media company to do so.
Ad-ID identifies an advertising asset – in any format, across any platform – to enable tracking, placement, optimization and measurement at a creative level.
NBCUniversal and its partners can access the metadata housed within the Ad-ID platform for its media-buying One Platform service.
The partnership between NBCU and Ad-ID will begin this week with the Tokyo Summer Olympics. The deal expands its preliminary work on NBCU’s premium streamer, Peacock, to include all of NBC’s One Platform service.
NBCUniversal says Ad-ID can help with quality control to frequency capping, as well as improving audience and contextual targeting, adding that it will help “push forward industry standardization, as well as improve systems and results for both consumers and marketers.”
Ad-ID is a joint venture of the American Association of Advertising Agencies (4As) and the Association of National Advertisers (ANA), and has been adopted by more than 3,000 advertisers and 700 agencies in the U.S., according to the two ad-trade groups.