CTS Announces Alliance To Promote The Adoption Of Industry Standards

Comcast Technology Solutions (CTS), a division of Comcast that provides media and entertainment technology solutions for advertisers, content providers, and operators, and AD-ID, the industry standard for identifying advertising assets, has announced a strategic alliance to promote the adoption of industry standards in advertising data and operational workflows.

AD-ID is a joint venture of the ANA and the 4A's founded to standardise how advertising assets are labeled. AD-ID serves more than 3,000 advertisers of all sizes and most advertising agencies in North America. It provides the unique ID and associated metadata (e.g., advertiser’s name, title, ad length, language, product categorisation, etc.) that enables buyers and sellers to track ad creative through the media ecosystem. Notably, advertisers can use AD-ID to track information about ad placements to enable ad planning, frequency caps, and measurement.

The announcement brings together two industry leaders with a shared commitment to improving the efficiency, transparency, and effectiveness of the advertising ecosystem for all stakeholders. By working together, Comcast Technology Solutions and AD-ID aim to increase awareness and understanding of the benefits of standardised advertising identifiers across the industry, and to promote the integration and adoption of AD-ID into advertising technology platforms and workflows.

"Given their exceptional reach across both media and advertising, we are thrilled to partner with Comcast Technology Solutions to help drive greater adoption of AD-ID across the industry," said Nada Bradbury, CEO of AD-ID. "This alliance helps ensure that advertisers, publishers, and all stakeholders can benefit from the increased efficiency, transparency, and interoperability that standardised identifiers provide."

Brands and advertisers need to ensure that their spending is as effective as possible, which requires significant technical orchestration behind-the-scenes. Underpinning that effort is the need to have a consistent way to identify ads, provided by AD-ID, to enable better ad planning, management, and measurement. We look forward to collaborating with AD-ID to promote its benefits across our ecosystem of partners and customers, and when coupled with CTS’ AdFusion™, to help reduce complexity, streamline workflows, and drive results.

This collaboration represents another significant step forward in the industry's efforts to standardise advertising data and workflows. The Ad Creative Identity Framework, ACIF, created by the IAB Tech Lab and its constituents, is also helping to promote the essential use of IDs in the advertising workflow, with AD-ID as the registry of record for North America.

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