Improved identification and tracking support increased integration of CTV in multichannel advertising campaigns
Ad-ID, the industry standard for identifying advertising assets across all media platforms, has announced a new partnership with Univision, the leading Spanish-language content company in the United States, to support advertising asset identification and tracking for Univision’s extensive media portfolio. The agreement will significantly improve targeting and delivery for Univision and its advertising partners, creating tangible value for the company’s audience of Hispanic viewers.
Today’s typical media diet consists of a diverse range of TV, audio and digital content, delivered across multiple devices and platforms. The significant growth of CTV, including new streaming services and device features, has challenged brands to reassess their advertising strategies and synthesize planning and measurement across both linear and digital channels. Ad-ID’s centralized, web-based system simplifies the process of management and attribution by ingesting linear data for digital use and offering real-time metadata creative lookups.
Univision’s comprehensive media portfolio includes two broadcast networks, 10 cable networks, and more than 60 local television stations in major Hispanic markets. By reducing frequency and ensuring correct asset delivery, Ad-ID will support Univision’s mission to empower Hispanic viewers with relevant information and entertainment content. The company’s new partnership with Ad-ID will also drive contextual targeting and measurement enhancements across Univision’s network of media assets, providing increased value for Univision advertisers.
“Effective advertising is a crucial aspect of our work to entertain, inform and empower the U.S. Hispanic community,” said Donna Speciale, president of advertising sales and marketing at Univision. “We are confident that our new partnership with Ad-ID will provide direct benefits to our brands, advertisers and consumers. We look forward to growing our work together in order to improve advertising outcomes for all of our constituent groups in this increasingly complex environment.”
“Univision is an iconic media brand which plays an essential role in entertaining and informing the fast-growing and influential Hispanic population, a group which accounted for 51% of all new population growth in the U.S., according to the 2020 Census,” said Marla Kaplowitz, President and CEO, 4A’s. “With Ad-ID, we look forward to supporting Univision’s efforts and improving asset identification and tracking across their numerous content channels, including CTV, while also demonstrating the value of effective contextual targeting regardless of language or geography.”
“Bringing Univision into the fold demonstrates the support we have across the industry for AD-ID’s important mission to make advertising more effective and cohesive across all screens and for all audiences,” said Bob Liodice, CEO of the ANA. “With Ad-ID, we are creating significant value for all of our advertising partners in an evolving landscape that also demands the integration of CTV viewing.”