Ad-ID’s Geller: Tagging Ads Is No Longer a Luxury

Says solution viewed by some as critical for cross-platform advertising

A joint partnership from the American Association of Advertising Agencies (4As) and the Association of National Advertisers (ANA), Ad-ID was born with the idea of making the advertising supply chain more efficient. Ad-ID’s standard allows for the identification of ad assets across every media platform.

Harold Geller, chief growth officer for Ad-ID, chatted with Next TV about why some companies are still on the sidelines when it comes to Ad-ID, and the advantages of adopting the Interactive Advertising Bureau’s (IAB) latest version of the Video Ad Serving Template (VAST) system, VAST 4.0.

Related:The All-Too-Slow Move to Adopt Ad Identifiers [subscription required]

NEXT TV: Media companies such as CBS Interactive and Viacom have touted the benefits of VAST 4.0 and Ad-ID. What have you heard from them and other companies about the advantages of these solutions?

Harold Geller: CBS Interactive has been our poster child for not only using Ad-ID but helping us to promote to individual advertisers on why they should be using Ad-ID. We’ve done some analysis with CBS Interactive and have found some advertisers who are working with them using Ad-ID, and we’re in the midst of actively pursuing them, and extolling the virtues of Ad-ID, based on actual use cases. CBS has been a terrific partner, talking the talk and walking the walk, and I’m sure other media publishers will follow suit.

NTV: Why do you believe some advertisers are holding off on this? Are they not seeing the benefits, are they in a wait-and-see mode?

HG: I don’t begrudge them. Any time the only person extolling the virtues of a product is the guy selling it to you, there are people who are suspect. I think now that we start to move from a stage of just saying Ad-ID is important, we’re looking at initiatives that say Ad-ID is a critical ingredient of the solution. That’s what’s going to move the people who aren’t on board today.

NTV: It’s been six months since VAST 4.0 debuted. What’s the response thus far, and are there any additions that need to be included with a 5.0, or is it working as smoothly as expected?

HG: Before talking about improving capabilities, we need universal adoption of VAST 4.0. It’s a tremendous move forward for the industry, and the first time that there’s really consideration of cross-platform use of content. Universal adoption of VAST 4.0 needs to happen before we consider additional functionality.