WideOrbit Integrates Ad-ID to Simplify Communications Between Networks and Ad Buyers (SCN)

WideOrbit is making it easier for national cable networks to collaborate with ad buyers, track campaigns, and generate insights from metadata embedded in advertising assets. The company said today that it will integrate Ad-ID, the industry standard identifier in the United States for tagging commercials and other advertising content, with its WO Network software for managing network commercial operations.

The integration of Ad-ID lets WO Network customers easily view the metadata that a media buying agency has associated with an advertising execution. Upon receipt of an asset from the media buyer, information like advertiser, commercial title, commercial length, and industry standard product categorization are instantly viewable in WO Network. Without having to make any additional manual entries, this data is then accessible for action and analysis.

WideOrbit plans to make Ad-ID available to WO Network customers in the first half of 2019 at no additional charge.

Ad-ID’s standard naming convention creates a unified workflow from media buyers to broadcasters, networks, radio and digital media companies. Ad-ID provides advertisers and media companies with visual verification of metadata that can be used for decisions like which ad copy version to run.

“Bringing Ad-ID into WO Network is an example of how WideOrbit is collaborating with solution providers to streamline our clients’ operations and enable them to directly connect connections to the advertising community,” said Eric R. Mathewson, Founder and CEO, WideOrbit. “Integrations like these help us remain true to our goal of making it easy for media companies to monetize their audiences.”

“By adopting Ad-ID on behalf of its cable network clients, WideOrbit is showing leadership in fostering more accurate, more efficient systems that benefit users across the entire ad sales value chain,” said Harold Geller, Executive Director, Ad-ID. “Eliminating manual processes with Ad-ID will encourage faster, more accurate communications that help cable networks strengthen relationships with ad buyers.”