B2B Online: ANA, 4A's call for adoption of Ad-ID
The two major buy-side trade groups made a plaintive plea to television media sellers to adopt the Ad-ID system that would allow for some online-media-like accountability for TV advertising. Several major advertisers, like Procter & Gamble, have agreed to use the standard, but TV firms are not surprisingly reluctant to adopt a technology that shows relative efficiency.
The real measure of seriousness among ad buyers will be if they are willing to give TV networks an ultimatum on the topic - probably the only effective means of forcing adoption. No advertiser has yet publicly done so.
