Nielsen and Ad-ID, a joint venture of the American Association of Advertising Agencies and the Association of National Advertisers, Thursday said they are working together to incorporate Ad-ID coding into Nielsen’s commercial tracking system, KeepingTrac, which allows advertisers to verify that their commercials ran the previous day according to their media plans.
Ad-ID, the advertising industry’s Web-based, complete-code system, includes a database where information about each commercial asset can be entered. Under the ISCI coding system that Ad-ID replaces, advertisers, agencies and television stations had to enter information about each commercial into many industry systems. Ad-ID establishes one, central database that brings consistency to asset identification and enables the digital exchange of information throughout the industry.
KeepingTrac will leverage the Ad-ID database to allow advertisers to encode their TV commercials with minimal effort and track the performance of their media campaigns.
The joint effort by Nielsen and Ad-ID is the first of its kind since Ad-ID was launched in 2003 and aims to further automate the process of monitoring an advertiser’s television campaigns. Using KeepingTrac and Ad-ID, an advertiser can get next-day feedback to ensure their commercials are airing as ordered, adhering to their buying guidelines and achieving their Gross Rating Point goals.
Introduced in 2007, KeepingTrac combines Nielsen ratings data with next-day confirmation of television commercial airings, allowing advertisers to monitor whether or not their ads are reaching target audiences and running as directed.