Advanced Television

XR Extreme Reach partners with AD-ID

June 11, 2024

XR Extreme Reach, a technology platform powering the creative economy, has announced its partnership with AD-ID, the industry standard for identifying advertising assets across all media platforms, to launch the first implementation of the IAB Tech Lab’s Ad Creative ID Framework (ACIF). This industry-first solves for persistent creative identifiers being standardised for enablement across linear and digital media platforms, channels, and screens, improving ad experiences for viewers and enhancing campaign effectiveness by leveraging data to manage ad frequency, brand suitability, and optimisations.

XR has the largest global linear and digital distribution network and this collaboration with AD-ID’s registry enables the tracking of every single creative asset as it moves throughout the campaign lifecycle, driving better viewer experiences and greater results for brands and publishers. A major barrier in cross-platform advertising is the lack of universal ad identification adoption and consequent ineffective tracking of creatives that are running across disparate media platforms and channels, from TV networks to streaming services, digital publishers, and beyond.

The new Ad Creative ID Framework (ACIF) from the IAB Tech Lab standardises operational procedures for ad registries across platforms and channels, now encompassing both linear TV, CTV, and digital video. XR and AD-ID are the first to implement ACIF, to enable brands, agencies, and publishers to solve common pain points and barriers in today’s fragmented media landscape, including:

● Cross-platform TV Measurement: One persistent creative ID enables accurate counting with de-duplication across linear and digital channels

● Ad Frequency: Better management and clear visibility into ad frequency, enable more control of over-and underexposed audiences

● Brand and Publisher Reputation: A stable unique ID helps ensure contextual relevance, competitive separation, and brand suitability, creating 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

“We are thrilled to partner with XR to give brands the ability to build better connections with audiences and more effectively measure investments,” said Nada Bradbury, CEO of AD-ID. “AD-ID has long held the belief that standardisation is critical in garnering full value for all players in the advertising ecosystem. Our support of IAB Tech Lab’s ACIF ensures that the new set of standards unlocks transparency and accountability that ultimately increases ROI, improves efficiency, and drives value for brands, agencies, and publishers.”

XR has deployed the first implementation of the IAB Tech Lab’s 2024 VAST Addendum, adding supported extensions for registered Universal Ad Ids in VAST tags for digital video delivery, directly integrating AD-IDs within XR’s platform.

“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. “XR is uniquely positioned to align creative data under a common ID that benefits the entire media ecosystem, enabling simplified workflows and industry standardisation for creative measurement.”

Categories: Press Releases

Tags: , , ,