ANA, 4As to establish universal digital identification system for ads

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New York--The Association of National Advertisers and the American Association of Advertising Agencies on Monday announced they have formed a joint venture called Advertising Digital Identification L.L.C., or Ad-ID, to provide a universal digital identification system for advertisers, ad agencies, media companies and other suppliers.

The announcement of the new company, which is expected to be up and running by October, was made at the ANA/AAAA Marketing Conference and Trade Show in New York. The ANA and 4As said this single coding standard would enable the storing of information about any ad in any medium, including the agency that created it and when and where the ad ran.

"Ultimately, Ad-ID will facilitate a higher level of accountability," John Sarsen, CEO of the ANA, said in a statement.

Additional software development could eventually allow return-on-investment analysis and real-time verification that ads ran according to plan, said the two associations.

The company will be based in the 4As' New York office.

--Carol Krol

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