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AD-ID, created by the 4As and ANA to serve as a universal identifier for ad creative that helps track where and how assets run across platforms, is now being mandated by the actors’ union SAG-AFTRA. 

SAG-AFTRA has just ratified its new “Commercials Contract,” mandating that AD-ID will be required for all advertising assets featuring union talent over the next three years. 

AD-ID has been a part of the ad world for over 20 years, with hundreds of companies utilizing the tracking system to maximize their dollars and to make sure their ads are connecting with the right consumers. This newly approved agreement, an extension of an existing contract, reinforces AD-ID’s role in providing universal tracking to optimize ad performance, drive consumer action and maximize ROI across all campaigns. 

“Given the converging media landscape and so many different points of access for creatives, it’s critical for talent to be compensated appropriately, and that is by making sure that there is a trusted standard, which is AD-ID,” said the company’s CEO, Nada Bradbury.

Bradbury wants the industry to be aware that if they’re making an investment with talent, they need to have an AD-ID, especially if a company wants to ensure it’s getting a return on that big investment they make for talent.

A ‘highly recommended’ tool to have

Not every brand nor agency mandates AD-ID, but many companies “strongly recommend” it, especially if they are utilizing talent in their ads.

AD-ID was introduced in July 2002 by the 4As and the ANA as a way to ensure that there was seamless, transparent tracking and accountability of linear advertising for their members, the agencies and advertisers. Each piece of creative gets a unique code to identify and associate critical metadata related to the ad, such as title, length and product information. Today, with a much more complex media ecosystem, the need for a unique coding system is critical.

Bradbury equates it to a UPC code. When a consumer buys something, it has a UPC code, allowing brands to have insight into the consumer’s journey and interaction with the product before purchase. People use it internally for logistics and externally for sales and insights. The same applies to creative assets.

AD-ID constantly updates its operating system to make the creation of codes a lot faster and easier for clients. As long as companies are registering their creative, the unique code is there and it will run through any system that’s out there.

“As we get more complex and cross-platform, and people are in front of multiple screens throughout a day, we need to be able to track that creative and place it appropriately … and that’s where AD-ID really is front and center these days,” said Bradbury.

AD-ID helps brands and agencies make sure that they’re not reaching consumers too often, so that consumers don’t get ad fatigue, or that they’re reaching them often enough, as well as having the right metrics running back and forth between an agency, an advertiser and a publisher. 

“If you have to manually stitch things together, there are going to be mistakes made, and those mistakes cost a lot of money,” added Bradbury.

Bradbury joined AD-ID two-and-a-half years ago after years at Nielsen running global partnerships. She has helped transform the business from a linear-based tracking system to one that goes across all platforms and has become a trusted standard utilized by 80% of Fortune 500 organizations.

With the new SAG-AFTRA contract, AD-ID is being trusted to make sure all dollars are being appropriately leveraged within the marketplace, especially as it comes to talent. 

“There’s such a huge value to this very small investment to have AD-ID on the creative,” said Bradbury, adding that it will make the professional lives of users easier and it will help them save money and ultimately make more money.

This article originally appeared on Campaign US.