• by Joe Mandese  @mp_joemandese, February 14, 2023

Twenty years after it was conceived, Ad-ID has its first CEO. The joint-venture of the Association of National Advertisers (ANA) and the American Association of Advertising Agencies (4As) has named long-time Nielsen exec Nada Bradbury its first CEO.

Bradbury, who most recently served as global head of partnerships at Nielsen, doesn’t replace anyone explicitly, and reports directly to ANA CEO Bob Liodice and 4A’s President-CEO Marla Kaplowitz.

Harold Geller previously served as executive director of Ad-ID until he left in July 2021. Geller is now vice president-strategic development of Advocado.

Ad-ID, which describes itself as “the web-based industry standard for identifying advertising assets across all media platforms,” replaced the ad industry’s analog ISCI code.

In 2012, the editors of MediaPost named Ad-ID its “Supplier of the Year” as part of their annual awards program, although it has struggled to achieve universal industry adoption.

In a 2018, on its 15th anniversary, it was still only approaching "critical mass" adoption across the U.S. ad industry (see below).