MediaMind : DG Commits to Adopt Universal Coding Standards, AD-ID and EIDR,
for all Media Assets across All Media Platforms
DG Commits to Adopt Universal Coding Standards, AD-ID and EIDR, for all Media
Assets across All Media Platforms
DG supports Media and Advertising industry initiative to accelerate video
asset identification and trackability standards
Wednesday, May 8, 2013, New York, NY - DG (NASDAQ: DGIT), the world's leading
multiscreen ad management company, announced today that it plans to adopt both
Ad-ID and EIDR open-standard video asset identification registries within its
core operations, and for the benefit of its clients. DG's announcement follows
its participation in the Coalition for Innovative Media Measurement's (CIMM)
Trackable Asset Cross-Platform Identification (TAXI) initiative, which
encourages media and entertainment ecosystem companies to become "TAXI
Compliant" by automating asset ID registration and ID flow-through from
post-production through asset distribution, consumption and measurement.
Participation in TAXI included unprecedented involvement of 28 media and
entertainment entities from media agencies, advertisers, measurement
companies, media outlets, and other vendors.
SAG-AFTRA and the ANA-4A's Joint Policy Committee have also mandated the
universal adoption of Ad-ID saying that all commercials produced for TV, radio
and digital platforms must now use Ad-ID as the sole commercial identifier.
Because DG handles the vast majority of video advertising production,
transcoding and distribution for US advertisers and agencies, DG's plan to
implement Ad-ID (the industry standard for identifying advertising assets
across all media platforms) and EIDR (a global registry for unique
identification of movie and TV content) registration and tagging procedures
will be a media and advertising industry catalyst for realizing the benefits
of automated media asset workflow and increased speed, transparency and
accountability in cross-platform media campaign management and measurement.
DG recognizes the importance of technology and its impact on the media and
entertainment business and will continue to foster development of industry
standards that provide benefits to advertisers, agencies and media companies.
"One of the challenges we face is the incompatibility and inconsistency of
data as it passes through different systems, hardware, software and networks,
which are managed by different multichannel operators before reaching data
processors," said Harold Geller, Chief Growth Officer of Ad-ID. "Decisions
made at each step impact data quality and comparability across data sets.
Universal adoption of Ad-ID for all advertising assets will eliminate the
guesswork in merging and comparing data from internal and a variety of
external measurement sources. We need to set hardware, software and network
standards so data are comparable, and able to pass the MRC audit and meet the
needs of end users."
"DG's commitment to integrate Ad-ID and EIDR helps to further standardize and
streamline the media workflow supply chain," said Bradley Epperson, Vice
President of Commercial Operations at NBCUniversal. "By DG supporting
standardization, media and entertainment companies will be able to provide
faster and more accurate services back to our agencies and advertisers. A
better, more reliable way of providing our customers an elegant level of
service is what we are constantly trying to achieve. Thank you to DG for
helping us take that step."
Jane Clarke, Managing Director for CIMM, said, "The two-plus years of work
that went into testing the feasibility of implementing Ad-ID and EIDR codes
proved successful and as a result organizations within the media ecosystem are
increasingly taking notice. As DG can attest to first hand, those that choose
to adopt these codes will see a host of benefits from a streamlined supply
chain and increased productivity to increased revenue and cost savings. We
are pleased DG chose to collaborate with us and look forward to working
together to spread the word on how the industry can harness the merits of
Media & Entertainment companies that participated in CIMM's TAXI initiative
universally agreed that advertisers, agencies and content companies need a
simple, low-cost method for keeping track of content - both entertainment and
advertising assets. Until TAXI, the industry had not come together around
common asset identification methodology.
"Growing media fragmentation across many platforms makes interoperability
across TV and digital media platforms essential. We are well positioned to
reduce multi-channel, multi-platform media complexity and enable our clients
to more easily track video content and advertising as it migrates across a
growing array of devices -- whether on TVs, online, tablets, smartphones and
video-on-demand systems," said George Musi, Head of Cross Media Analytics, DG.
"We are very pleased to be part of driving TAXI's vision forward. We have the
potential to make a huge impact and provide numerous benefits across the
industry because of our position in the supply-chain. We can begin
demonstrating how being TAXI Compliant and tagging video assets with Ad-ID and
EIDR can drive benefits, particularly around a measurement system that will
facilitate apples-to-apples comparisons across platforms, with widespread
adoption. It will increase efficiency, productivity and accuracy of media
workflows and reduce operating costs."
DG and other organizations that support the TAXI initiative are urging the
entire media ecosystem to begin adoption according to the following
*Before the end of 2013, begin registering all newly-created video assets
with the EIDR and Ad-ID registries
*Also this year, detail functional requirements and budgets for
implementing ID flow-through within media asset management, delivery and
*Operationalize ID flow-through from post-production through distribution,
consumption, measurement and reporting in 2014
DG (NASDAQ: DGIT) is the leading global multiscreen advertising management and
distribution platform, fueling campaign management across TV, online, mobile
and beyond. Through a combination of technology and services, DG empowers
brands and advertisers to work faster, smarter and more competitively.
Boasting the world's largest hybrid satellite and internet network for
broadcast video delivery, the company's unparalleled campaign management
encompasses multiscreen ad delivery, cross-channel research and analytics, and
unified asset management. The DG product portfolio consists of two
overarching product lines for online and video campaign management: MediaMind
With New York as a center of operations, DG is a global company that connects
over 14,000 advertisers and 7,400 agencies worldwide with their targeted
audiences through an expansive network of over 50,000 media destinations
across TV broadcast and digital advertising in 78 countries, managing
approximately ten percent of the world's media assets. For more information,
This announcement is distributed by Thomson Reuters on behalf of Thomson
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(ii) they are solely responsible for the content, accuracy and originality of
information contained therein.
Source: MediaMind via Thomson Reuters ONE
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