Ad Tech Leaders Align on Adoption of Ad Clouds and a Universal Asset Identifier

Extreme Reach, Adstream and Ad-ID Collaborate on Tech White Paper

Advertisers and brands are facing an increasing set of challenges when it comes to delivering their video ads across non-linear channels. According to a new paper, the absence of a widely accepted unique identifier for every ad, coupled with outdated workflow processes, is costing the industry millions – in missed opportunities to fulfill programmatic ad requests, delayed campaign starts and hundreds of staff hours wasted on the search for creative assets. Three industry leaders – Extreme Reach, Adstream and Ad-ID – are coming together to issue a whitepaper titled “Two Lanes Tangled in Digital Video Are Preventing Automation,” which explores the benefits of providing a single, secure location for creative assets on ad clouds.

“This collaboration was born out of a desire to put aside competitive differences and unite to move the industry forward by establishing standards in video advertising that will massively simplify workflows for delivering video ads across advanced TV and online video. This is one of those rare moments when a rising tide — wide adoption of ad clouds — will absolutely lift all boats. The entire ecosystem stands to benefit,” said Dan Brackett, CTO, Extreme Reach.

The new white paper makes the case for ad clouds – a web-based linear TV-like solution for digital video ad distribution across all screens. Ad clouds solve a significant industry problem caused by outdated and error-prone manual workflows that hinder the progress and promise of programmatic advertising. A centralized location for video ad assets eliminates redundancy, reduces costs, speeds delivery and ensures pristine quality.

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“Creating positive change and standardization in a media ecosystem that is continuously evolving, yet stagnate in many areas, is no easy task. With this in mind, we’re passionate about the opportunity ad clouds present for the industry and the benefits of standardized asset identification and tracking.  We embrace the shared spirit that fosters continued innovation and collaboration in today’s global media exchange,” said Adstream COO Steve Brown.

The Ad-ID unique identification provides clarity for all parties involved in the handling of creative assets, eliminating the confusion that often leads to delayed campaign launches. Harold Geller, Executive Director, Ad-ID stated, “The Ad-ID team is proud to be part of important industry conversations like ad clouds.  It’s great to witness the collaboration between competitors when it comes to solutions of this nature, and the unanimous agreement on the centrality of Ad-ID to these cross-platform innovations.”

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