Today, Ad-ID, the Interactive Advertising Bureau (IAB) and Adobe announced the Ad-ID Digital Slate for XMP Version 1.0. Ad-ID is an advertising industry coding standard for advertising assets across all media platforms. The Ad-ID Digital Slate is based on XMP (the Extensible Metadata Platform), an open, international standard (ISO 16684-1) originally developed by Adobe, to create a consistent format for embedding metadata directly into all types of assets, such as the ones used by the digital advertising industry, including video, display, print and radio advertising assets.
The Ad-ID Digital Slate for XMP enables improved interoperability by allowing the advertising assets to identify on which platforms (e.g., radio, print, online, mobile, over the top, place based) they should run.
Embedding this identification information directly into assets makes for more efficient and accurate tracking and measurement of key assets throughout their cross-platform life cycle. The Ad-ID Digital Slate also helps simplify work flows for everyone in the marketing supply chain through a consistent digital identification standard that all platforms can recognize.
The goal of the open XMP standard is to enable metadata to travel across different file formats and systems. The Ad-ID Digital Ad Slate perfectly illustrates this idea and underscores Adobe’s dedication to help support the interoperability of systems to solve real customer problems.
Leonard Rosenthol, Principal Scientist
Frank Biederich, Director Engineering