XR and AD-ID team up for better cross-platform ad experiences

Adtech platform XR Extreme Reach and ad identification technology company AD-ID announced a new partnership to improve ad experiences through cross-platform identification of creative assets.

The collaboration is the first implementation of IAB Tech Lab’s Ad Creative ID Framework (ACIF).

“We applaud the IAB Tech Lab for moving the Ad Creative Identification Framework forward and we are thrilled to partner with AD-ID to drive adoption at scale, making it seamless for brands and publishers to track every creative asset as it moves through the campaign lifecycle,” said Dan Brackett, co-founder and chief technology officer at XR, in a release.

Tracking creative assets. This partnership allows for standardization across linear and digital media platforms with persistent creative identifiers. That means every creative asset that moves through XR’s media distribution network will be tracked throughout the campaign lifecycle.

ACIF. IAB Tech Lab’s ACIF standardizes procedures for ad registries across platforms and channels. It includes linear TV, CTV and digital video platforms.

By implementing ACIF, the XR partnership with AD-ID enables brands, agencies and publishers to better manage the ad experience for campaigns across all the platforms included in a campaign.

ACIF was developed by the IAB Tech Lab Advanced TV Commit Group and released for public comment on June 11.

Improved ad experiences and processes. The ability to track creative assets across the entire campaign lifecycle, using a single creative ID, will reduce common problems caused by media fragmentation. These issues include:

• Cross-platform TV measurement: One persistent creative ID enables accurate counting with de-duplication across linear and digital channels.
• Ad frequency: Improved management and clear visibility into ad frequency, enabling more control during a campaign to serve under-exposed audiences and dial back on ads sent to over-exposed audiences.
• Brand and publisher reputation: A stable unique ID helps ensure contextual relevance, competitive separation and brand suitability, providing high-quality content experiences.
• Creative Reconciliation: One source of truth for every ad eliminates the estimated millions of hours spent tracking down ads, matching data logs and validating campaign information.

Why we care. TV watchers who cut the cord and switch to streaming services take their expectations of a TV-quality ad experience with them. That means the digital ecosphere must reduce repetitive ads and ensure the creative is relevant. This will only become more important as major platforms like Netflix and Amazon Prime incorporate ads into some of their subscription tiers.

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