Nielsen Backs Ad-ID Standard for Tracking Digital Ads

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

ClickZ, 2/10/11

A system to code, track, and measure digital ads got a big boost from the Nielsen Co. and several advertising trade associations.

Association of National Advertisers CEO Bob Liodice said today that Nielsen will incorporate the so-called Ad-ID code in its upcoming watermarking technology for digital assets. The Ad-ID, created in 2003, is managed by the ANA and the American Association of Advertising Agencies; the watermark technology is under development.

“We need to get everyone on the same page so media measurement companies can start working off the same information,” Liodice said during the ANA’s TV & Everything Video Forum attended by more than 600 industry executives.

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