America's two largest advertiser/agency groups and the nation's big four TV networks announced Thursday an agreement to implement the new Ad-ID system.

On one side the powerful Association of National Advertisers and the American Association of Advertising Agencies; on the other the mainstream TV quartet ABC, CBS, NBC and Fox. All have agreed to implement the new technology which will track an individual ad or commercial through every stage of its evolution from concept to final display.

Ad-ID assigns a unique system-generated identification code to any advertising asset -- from television to online to print and radio. It claims to improve the accuracy and efficiency of most advertising processes, from delivery through billing, and will ultimately contribute to measuring advertising effectiveness across campaigns.

Says ANA president/ceo Bob Liodice: "Top tier TV network acceptance is adding yet another ring to the ripple effect that Ad-ID has started within the advertising industry. Ad-ID is continuing to pick up more and more media companies and advertisers; firmly establishing the system as an industry-standard practice for driving marketing accountability."

The new process has been adopted by many of America's top advertisers, among them such heavyweights as Con Agra, Coors, Ford, Johnson & Johnson, PepsiCo, Procter & Gamble and Wachovia.

In addition to support from the two main trade bodies, Ad-ID is also endorsed by the Cabletelevision Advertising Bureau, the Television Advertising Bureau, the Interactive Television Alliance, the Internet Advertising Bureau, the Radio Advertising Bureau and the Outdoor Association of America.

For further information on Ad-ID click here.

Data sourced from: Association of National Advertisers (USA); additional content by WARC staff