Alliance Marks Significant Expansion of Ad-ID's Global Reach in Critical Industry Effort to Improve Cross-Platform Ad Identification and Ease of Viewing
ZONZA—a digital asset management and content-distribution platform used by global marketers and jointly owned by Deluxe and Hogarth Worldwide—will integrate Ad-ID, the ad-coding system developed by the American Association of Advertising Agencies (4As) and the ANA (Association of National Advertisers).
The integration marks the first for a digital asset management (DAM) platform and represents a significant development toward Ad-ID's goal of becoming a global standard. It was announced today by Greg Smith, general manager of Deluxe Advertising Services, who also serves as chief operating officer of ZONZA, and Harold Geller, chief growth officer of Ad-ID.
Ad-ID is designed to enable users to enter metadata easily, safely and securely to advertising assets in order to track those assets more reliably across platforms. In 2013 Ad-ID was selected by SAG-AFTRA as the sole commercial identifier for all commercials produced for television, radio and digital platforms featuring union members.
Ad-ID is at the vanguard of addressing the vexing challenge of video ad viewability. Various sources recently have estimated that at least half of all digital video ads are not truly viewed.
"ZONZA is the 'engine' Deluxe Advertising Services uses to deliver clients' content to outlets such as TV stations and networks," Smith said. "Beyond the known advantages of having a standard ID for each ad and a singular location for core metadata, Ad-ID's integration into ZONZA gives our clients and prospects the ability to leverage Ad-ID on a global basis, and major clients have cited this as a benefit. Improved standardization and identification in advertising will lead to greater scale for the industry."
Collectively, Deluxe Advertising Services and sister companies touch over 80% of all advertising, servicing the majority of top brands and agencies for visual effects, color finishing, editorial and distribution.
"Hogarth's aim has always been to help businesses better use creative assets in production," said Barry Jones, co-founder and CEO of Hogarth Worldwide. "ZONZA's integration with Ad-ID is very much in line with this vision and can transform the way content is handled and shared. This is another step in ZONZA's journey to become the tool of choice to store, deliver and distribute creative assets globally between agencies, networks and all their partners."
Said Geller: "Digital asset management is an important and central practice in the advertising ecosystem. We believe that ZONZA and its partners have the ability to demonstrate the value of universal adoption of Ad-ID."
The ZONZA-Ad-ID alliance represents an expansion of Deluxe's relationship with Ad-ID, which is integrated into Deluxe's MediaVu, a leading provider of ad clearance.
