More than 300 advertisers have implemented Ad-ID, an XML-based ad coding standard, according to the Association of National Advertisers (ANA) and the American Association of Advertising Agencies (AAAA), ClickZ reports, adding that last August backers reported Ad-ID was actively in use by some 100 marketers. Some 875 companies have registered to use it, and 14,000 individual ad codes have been created.

Ad-ID was proposed several years ago to facilitate marketing workflow and ad measurement, enabling both the labeling of specific marketing assets and the recording of XML-based metadata about them, such as who created it and when an ad is to run.

Initial benefits are more efficient delivery and billing. Longer-term benefits include global measurement, cross-media campaign tracking, analysis of advertising ROI and real-time verification whether media is running according to plan.

Marketers using Ad-ID include Allstate, Blockbuster, BMW, Capital One, Coors Brewing Company, Discovery Networks, HBO, Johnson & Johnson, Masterfoods and Procter & Gamble.