• by Joe Mandese  @mp_joemandese, February 17, 2022

Spanish-language media giant Univision has agreed to license the ad industry’s Ad-ID advertising assets coding system to identify, track and “significantly improve targeting and delivery” for ads aimed at its Hispanic viewers.

The deal follows NBC Universal’s agreement announced last summer, and provides new impetus for the advertising asset management system jointly owned by the American Association of Advertising Agencies and the Association of National Advertisers.

Noting that its ad inventory covers TV, audio and digital content “delivered across multiple devices and platforms,” including the significant growth of CTV, Univision said it plans to incorporate Ad-ID into its planning and measurement across its digital and linear channels.

“Ad-ID’s centralized, web-based system simplifies the process of management and attribution by ingesting linear data for digital use and offering real-time metadata creative lookups,” Univision said in a statement announcing the agreement.

The company, which operates two broadcast networks, 10 cable networks and more than 60 local TV stations in major U.S. Hispanic markets, said its use of Ad-ID will “drive contextual targeting and measurement enhancements” across is properties.