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August 19, 2004

Advertisers to Track Commercials Digitally

The top four U.S. broadcast networks ó Viacom Inc.-owned CBS, Walt Disney Co.'s ABC, General Electric Co.-owned NBC and News Corp.'s Fox ó are about to use a new 12-character code for tracking all advertising.

Ad-ID (Advertising Digital Identification) assigns a unique system-generated identification code to any advertising asset from television, online, print or radio. As over 100 major advertisers and trade groups have endorsed the system, the move of the broadcasters paves the way for making it a standard.

In the immediate term, Ad-ID will cut out costly code replications that have led to the wrong commercials being aired....

For example, a diaper manufacturer could select households with babies while a dental adhesive maker would pinpoint their denture-wearing neighbors, based on information that consumers provided.
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Advertisers would see more accurately how their spending affected sales, especially as retailers adopt RFID.

(Continued at we make money not art)


Posted by yatta at 12:09 PM