This Town Hall presented a collaboration between several of the industry’s leading organizations — the ARF, the 4A’s, 9th Decimal, Ad-ID, CIMM, Comscore, IAB/Tech Lab, Innovid, IRI, iSpot, Kantar, LiveRamp, Nielsen, SMI and others — to create a standardized file format for ad metadata and the use of Ad-ID as the primary identifier for ads across both the TV and digital ecosystem.
Current processes lack standardization and create a lot of “make work” to clean and standardize data, as well as to make sure ROI analyses are representing all ad impressions in a campaign. Now more than ever, there is a growing need for greater accuracy and efficiency in analyzing cross-media campaigns
The Committee has interviewed companies in the ecosystem who provide data to better understand the process by which ad names and metadata are assigned. This session summarized the findings from the “discovery” phase, proposed a “strawman” file format and evangelized for adoption throughout the cross-platform media ecosystem.
Attendees learned about the proposed formats and how to implement them within marketers, creative and media agencies, media companies and analytics vendors.