3141: Personalization vs. Privacy: How AD-ID Balances Both in AdTech

[00:00:04] How do you balance the art of creativity with the precision of technology, especially in a fast-moving space like advertising?

[00:00:13] Well today my guest Nada Bradbury, CEO of Ad-ID, is going to be exploring the pivotal moment in the ad tech industry,

[00:00:23] especially as audiences seamlessly shift between linear and digital content.

[00:00:27] I think the need for a universal ad tracking solution has never been more pressing, but I want to unpack how Ad-ID addresses the challenges of fragmented media landscapes,

[00:00:38] while also delivering better experiences, not just for the brands, but for consumers as well.

[00:00:44] Whether it be solving ad over exposure, those ads that follow us all around the internet, to improving targeting without compromising privacy.

[00:00:53] So together we're going to examine why this technology is becoming essential for optimising ad spend and navigating today's complex advertising ecosystem.

[00:01:03] So could Ad-ID set the new standard for ad tech innovation? Let's find out now.

[00:01:10] So a massive warm welcome to the show. Can you tell everyone listening a little about who you are and what you do?

[00:01:18] Hi everyone. Thank you for having me on. This is Nada Bradbury. I am CEO of Ad-ID. Ad-ID is a universal ad registry.

[00:01:28] So if you think about how we have UPC codes on products, we do the very same for creative ads.

[00:01:35] All creative ads have an ID attached to them in the US. Ad-ID is the ad registry of choice.

[00:01:44] And it carries metadata with it. So it'll tell you data about the ad. How long is the ad? What brand is in the ad? What is the sub-brand? What kind of ad is it?

[00:01:54] And it helps the ecosystem, especially in today's day and age where things are so complex and fragmented.

[00:02:02] It helps the ecosystem understand where to serve ads, how often to serve ads, and how to measure them on the back end.

[00:02:08] So in a nutshell, UPC for ad creatives.

[00:02:12] Love it. And every day on this podcast, I always try and get people thinking differently about how technology impacts our lives and just about everything that we do.

[00:02:20] And also a lot of things we take for granted on the internet, and we don't know what's going on behind the scenes.

[00:02:25] So as audiences increasingly switch seamlessly between linear and digital content, I've got to ask, how does this shift create this critical need for universal ad tracking solutions like Ad-ID, like the things we're talking about today?

[00:02:40] Could you possibly set the scene on why this is such a big deal?

[00:02:44] Absolutely. So let me set the scene 20 years ago when all we had was linear television and things were so easy.

[00:02:50] That's when Ad-ID was created.

[00:02:53] So, you know, even back then, we saw in me that you need to be able to document and track and have more efficiency within the marketplace when serving advertisements.

[00:03:03] It was almost foreshadowing to the complex world we're in today.

[00:03:08] I mean, I can't remember the last time that I sat down to watch something on the big screen and I didn't have my small screen phone in front of me.

[00:03:16] Looking at some other sort of media and there might be something else running that my kids are doing next to me or my husband.

[00:03:22] And it just it brings to bear this influx of complexity that we have of all of the different sources of media consumption and how difficult it's becoming to be able to discern what ads to serve where, how to follow that through the ecosystem, how advertisers can understand where their investment is going.

[00:03:46] How should it be allocated, how publishers are serving out ads to consumers because nobody wants to inundate consumers with the same ad.

[00:03:55] The only way you could do it is if you have some kind of ID that helps simplify the system.

[00:03:59] So out of all of that chaos, we need to come back to a very simple concept of identity, which is associated to an ad identifier such as ad ID.

[00:04:12] And ad frequency management is an increasing concern with studies showing that repeated ads will negatively impact purchasing decisions.

[00:04:20] And I suspect we've all been in that situation where we've looked at a pair of jeans or a pair of shoes or a table for our home.

[00:04:27] And those items follow us around on every single website we go to.

[00:04:31] So how does ad ID address challenges like this and ultimately create those better viewing and brand experiences for consumers without being creepy or intrusive?

[00:04:41] Yes.

[00:04:42] You know, it's a really big problem.

[00:04:44] We've all experienced it, whether it's that pair of jeans that are following you.

[00:04:48] I have a pair of shoes that follow me everywhere I look.

[00:04:52] Right. But even more frustrating and I think much broader and impactful to most folks are ads that you might see on your smart television or if you're watching linear TV.

[00:05:03] And it's just the same ad over and over and over again.

[00:05:07] If, you know, there's a certain insurance provider here in the U.S. that that seems to show a lot of ads over and over again.

[00:05:14] And what it does is it creates this perception of I am so sick and tired of seeing this ad if I have to see it one more time.

[00:05:24] And then from the studies that we have done, we have found that not only is it turning people off from that particular brand, but sometimes even from the category.

[00:05:35] And if you take a step back and think about the fact that companies are pouring millions and millions of dollars into advertising to gain consumers and business, and they might actually be doing the opposite.

[00:05:51] It's terrifying.

[00:05:52] It's such a waste of money.

[00:05:54] But there is a solution to it, believe it or not.

[00:05:57] And it's one that's been around for a while.

[00:05:59] And we're so happy to be behind the scenes and providing not only solutions for publishers and advertisers and efficiency in the ecosystem, but delighting consumers at the same time by ensuring if you are utilizing a unique code, such as an ad ID that runs through the ecosystem, you can then ensure that when ads are served, you have them in the right slots, that there is an ad collision, that you aren't over showing that.

[00:06:26] You don't have a good way to track, and therefore you might end up upsetting the very consumers that you're trying to delight.

[00:06:35] You raise such a good point there, because I think if I go on a website and there's a certain brand of TV following me on every single website that I visit, I'm going to be thinking, I don't want to buy that brand of TV ever in my life.

[00:06:48] Somewhere there'll be a marketing agency celebrating how many impressions they've had and how many times it's been served.

[00:06:55] There's somewhat of a disconnect there, or there used to be, wasn't there?

[00:06:59] Yes, absolutely.

[00:07:00] And not only a disconnect in that, but also in how you're measuring how much exposure is out there on ads.

[00:07:07] Yeah.

[00:07:07] If you aren't utilizing a unique code on your ad creative, you may actually be undercounting exposure and not thinking it's a problem at all, right?

[00:07:17] So even though you might be inundated with the same ad over and over again, when measurement companies take a look at what's going on,

[00:07:24] if you don't have a creative tag with an identifier, you don't know that it's the same ad that is perhaps running on Paramount and Hulu and Peacock,

[00:07:39] and then also with whatever I'm doing online on Meta and other sources.

[00:07:44] So, you know, we started off in the linear space where it was a little bit easier.

[00:07:49] There was one ID that ran across.

[00:07:51] It was really just linear.

[00:07:53] In today's world, when you create an ad ID for a creative, it's the same ID that runs across every single outlet that that advertisement is used for.

[00:08:03] So if I'm running it on CTV and I'm running it on digital publications and I may have an audio version of it as well, it's all one code.

[00:08:15] And it gives you that better opportunity to understand how to measure, to understand performance,

[00:08:20] and also to more accurately refine what you're going to do moving forward because accurate data provides you better decision points on your investment dollars.

[00:08:30] And when doing a little research, I was also reading that transparency and cross-platform measurement are often cited as the major pain points in ad tech.

[00:08:40] So again, how do you at Ad ID solve some of those issues?

[00:08:44] And why is a neutral and independent system so essential for the industry, just for people listening that are outside of this space?

[00:08:51] Yeah, absolutely.

[00:08:52] So, you know, if you think about it, with all of the cross-platform components that I just talked about, smart TV, linear TV, audio, print, you name it, like across the board,

[00:09:05] it becomes more and more important to be able to track all of them against one advertisement.

[00:09:10] The only way to do that is to have an identifier.

[00:09:13] There are many people that try to provide an identifier that are very specific to the platform or publisher that is serving that ad, right?

[00:09:21] You might have some walled gardens out there, some of these behemoths that say, hey, I also have my own ID.

[00:09:26] I'll use that in addition to the ad ID.

[00:09:29] If you do that, you end up with fragmentation because big surprise, Google's ID isn't going to be the same ID that Meta uses,

[00:09:36] which is a different ID than what Peacock uses, which is a different ID than what, you know, the local station uses.

[00:09:44] So we definitely don't discourage folks from utilizing their own internal IDs for whatever purposes they need,

[00:09:51] but you need an overarching ID that goes across the board, that is independent, that has no ulterior motives.

[00:09:58] Really, our only position in providing an ID is to provide transparency and accountability for everybody within the ecosystem,

[00:10:08] whether you're an advertiser, a consumer, a publisher, an agency, a measurement provider, anybody who's touching it.

[00:10:17] We want everyone to have the exact same information against one code.

[00:10:21] And it's really why we were created to begin with.

[00:10:25] It was this foresight that the four A's in the ANA had over 20 years ago that we need to do this.

[00:10:31] We need to provide this for our membership, for our constituents, so that they have a place where they feel comfortable,

[00:10:38] that there is accurate information going through the ecosystem, and that they can depend on it from an independent source.

[00:10:46] And before you came on the podcast today, I also read, I think it was a recent Harris poll that revealed that 61% of adults

[00:10:53] are less likely to buy a product due to excessive ad frequency, which we've kind of covered.

[00:10:58] I just wanted to hammer home that point by giving that stat.

[00:11:01] But what do you think this tells us about the need for better optimization?

[00:11:05] And how do your ad ID help brands navigate some of these challenges?

[00:11:09] Because I would imagine it's a conversation you're having more and more often right now.

[00:11:12] Oh, absolutely.

[00:11:14] And just think about the state of the advertising economy today, right?

[00:11:17] You see so much consolidation.

[00:11:19] People are looking for more efficiencies.

[00:11:21] Ad budgets are not increasing, but the need to figure out how to use your ad dollars better is becoming more and more important.

[00:11:28] You have many more advertisers in there for products within the marketplace.

[00:11:35] Everybody's vying for the same consumer.

[00:11:37] Wallets aren't getting much bigger, right?

[00:11:39] They aren't keeping up with the rate of inflation.

[00:11:41] So people are very careful about how they spend.

[00:11:45] And when you bring all of that together and you're making an investment, it's so important to understand that you're reaching the right folks the right amount of times,

[00:11:53] because you can then take those dollars and reappropriate them elsewhere, right?

[00:11:59] If you feel like you've reached the number of times that you need to reach a consumer without oversaturating them,

[00:12:06] you can utilize a different outlet, perhaps a different campaign, perhaps put it in some retail marketing dollars, right?

[00:12:12] For a little bit of a different impact.

[00:12:14] With ad ID, you're able to do that.

[00:12:16] You're able to track what is happening.

[00:12:18] Without it, it's really just taking a stab in the dark.

[00:12:21] You don't know.

[00:12:22] You really don't know for sure what your frequency is, what your reach is.

[00:12:27] You might have an inkling, but you are not getting accurate numbers.

[00:12:31] And I think, you know, if I think about budgeting that we all do at home and how we run our own homes,

[00:12:37] you would want the same type of scrutiny to happen in a business with advertising dollars.

[00:12:43] Let's make sure we're making the right decision so that we could grow the businesses as opposed to being detrimental to them.

[00:12:49] And on the flip side of the things that don't work, one of the things that I've been reading about is that targeted ads have proven to influence purchasing decisions for,

[00:12:58] I think it's something like 18% of viewers.

[00:13:00] So how do you at Ad ID enable better targeting, better personalization while maintaining consumer trust?

[00:13:06] I would imagine it's a bit of a balancing act, but how do you do that?

[00:13:09] It is, but you know, from our perspective, we are not intrusive from a privacy component because we don't have information about the person.

[00:13:18] We just have information about the advertiser.

[00:13:21] And therefore, if through privacy-minded processes, folks identify as having interests in different types of products and services,

[00:13:34] they could utilize the metadata that comes along with our advertising information through the Ad ID that helps streamline and target individuals

[00:13:44] so that you're getting the experience that you want to get, which I also think is quite transformational.

[00:13:50] Even if you just think about a few years ago, people didn't want to be targeted, right?

[00:13:55] Everybody was a little bit nervous about what would happen,

[00:13:58] but I think the younger generation has really brought to bear that if you use it appropriately,

[00:14:05] people want to see what they want to see,

[00:14:07] and you're better off understanding what people would like to see so that you could provide them with those options

[00:14:15] and they can make decisions on advertisements that cater to their interests and what they're looking to buy.

[00:14:21] So it's just such a great place to be in because we feel like we solve for so many issues and we are behind the scenes.

[00:14:29] It's one of those things where, you know, people don't know that it's happening,

[00:14:33] but there's so much that occurs in the ecosystem when ads are being served, and that's just one of them.

[00:14:38] And that's one of the big reasons I invited you on the podcast today.

[00:14:41] So good to hear what goes on under the hood.

[00:14:43] Take a little peek behind the curtain.

[00:14:46] And also when Googling you, I came across, I think it was a recent op-ed

[00:14:49] where you discussed the balance between creativity and technology

[00:14:53] and how that can drive brand impact too.

[00:14:56] So can you tell me a little bit about that for anyone that's not seen it

[00:14:59] and also how AdID empowers brands to strike that balance in today's competitive advertising space

[00:15:07] because there's so much going on out there and making your voice heard is increasingly difficult.

[00:15:11] But can you expand on that for me?

[00:15:13] Yeah, you know, creativity is going to be the cornerstone of advertising forever moving forward.

[00:15:20] It's in the past.

[00:15:21] It's not going away.

[00:15:22] And I think it's what makes advertising so special.

[00:15:24] And it tugs at our heartstrings.

[00:15:26] And that's why we make purchases, right?

[00:15:28] Because we connect to it.

[00:15:29] But we are not going to get away from the efficiencies that are occurring in the marketplace,

[00:15:33] the use of AI and all of the components.

[00:15:36] And I think it's the right balance.

[00:15:38] So let's leverage the technology and the efficiencies that are available to us,

[00:15:43] such as AdID, such as AI in the right formats,

[00:15:47] and then really open up folks for the creative component to continue to rely on that

[00:15:52] and utilize it in a form where it can continue to touch consumers more closely.

[00:15:58] So it's, you know, from an efficiency perspective,

[00:16:00] we're here to make life easier so that folks can spend time doing what they're really gifted at,

[00:16:06] which is the creative side of advertising.

[00:16:08] And sometimes we get a little bit away from that when you think about how the industry has evolved

[00:16:12] and how complex it's gotten and all of the algorithms and everything else.

[00:16:17] But we need to make sure we keep that creative component

[00:16:20] because it's what really drives sales at the end of the day.

[00:16:23] And I often think it's difficult for brands because we complain as consumers around that

[00:16:28] when it goes wrong and we see the increased frequency of ads.

[00:16:31] But equally, we love personalization in just about every aspect of our life.

[00:16:35] Wouldn't it be Spotify, Netflix or Amazon?

[00:16:37] When it's done right, it works really well.

[00:16:40] And predictably, 76% of viewers have expressed a desire for ads that are better tailored to their interest.

[00:16:46] So what role does AdID play in helping brands deliver those relevant and engaging ad content

[00:16:52] that viewers kind of expect as standard now?

[00:16:55] Yeah, look, it's the metadata.

[00:16:56] So the more that you know about an ad, when an ad is registered with us, we collect information.

[00:17:01] What is the brand?

[00:17:03] What is the sub-brand?

[00:17:04] Is there a campaign associated with it?

[00:17:06] What product is it trying to put out there for consumers?

[00:17:10] And as we look at that, there are many different ways that organizations can take that information

[00:17:18] and put it into all of those efficiencies I just talked about, all of the algorithms of what needs to be served where.

[00:17:24] So that when you're sitting down to watch Netflix and if you have Netflix with ads,

[00:17:29] you get served the ads that are relevant to you.

[00:17:31] So not only are you being delighted by the content that you're viewing,

[00:17:35] but also when you get that break in that viewing, you're looking at something that you're like,

[00:17:39] hey, that looks great.

[00:17:40] I could use that.

[00:17:41] That looks interesting.

[00:17:42] I think I want to go out and make a purchase or I want to make the purchase right now as I'm sitting here.

[00:17:46] And it's really utilizing the data that's at our fingertips.

[00:17:49] Let's make life easier for everybody within the ecosystem and for the consumers.

[00:17:54] And as we explore life in 2025, how do you see this ad tech space evolving?

[00:18:00] And what do you see AdID's role in shaping a future where consumers, brands and content creators

[00:18:07] all benefit from this more optimized, more transparent ecosystem?

[00:18:12] Anything that excites you or anything that you're watching here?

[00:18:15] Yeah, absolutely.

[00:18:16] Look, I will tell you, this is the time.

[00:18:18] The time for AdID has come.

[00:18:20] It's always been there, but it has never really been talked about in the industry.

[00:18:24] And folks are realizing now that they need these efficiencies.

[00:18:27] They need better ways to reach consumers.

[00:18:30] And everything that I'm seeing and everyone that I'm speaking with in the industry,

[00:18:34] agencies, publishers, advertisers,

[00:18:37] they are all pushing for adoption so that they can be more efficient,

[00:18:43] they can reach consumers better,

[00:18:46] and they can just deliver better ads overall.

[00:18:50] So my prediction is that we will become table stakes

[00:18:54] as people sit down at the table to negotiate their deals

[00:18:59] for where they're putting their ad dollars and what they are expecting to come out of it.

[00:19:04] And we'll be able to help those organizations also measure on the back end.

[00:19:08] We've got partnerships out there that are looking at ways that if utilizing an AdID,

[00:19:13] how can I better get a pulse on what the frequency was?

[00:19:18] What was the exposure?

[00:19:19] Did I get any return on my investment?

[00:19:22] And I think you're going to see a huge reliance on something that's just been running behind the scenes all this time.

[00:19:30] And, you know, now folks are going to start lighting up all of this additional value that they can garner out of it.

[00:19:35] So we're really excited and we're just looking forward to all of the things that we could do.

[00:19:40] You know, on the tail of that,

[00:19:42] we also have been working really closely with global organizations.

[00:19:46] So with the IAB Tech Lab, we have been one of the founding partners of what is called ASIF,

[00:19:54] and that's the Ad Creative Identity Framework that is utilized globally.

[00:19:58] And it provides context as well as a framework and recommendations of this is what ad registries need to look like,

[00:20:07] and this is what they need to do on a global basis.

[00:20:10] And AdID has been the foundation for that.

[00:20:12] So everything that we've been doing here in the U.S. is becoming the global standard for how it's utilized in countries worldwide.

[00:20:20] Well, thank you so much for sitting down with me today and allowing us all to have a sneak behind the curtain at the kind of thing,

[00:20:25] or how this industry works, how we can banish those dreaded ads that follow us around the internet.

[00:20:31] It's so good to see.

[00:20:32] And before I let you go, I'm going to ask you to leave everyone listening with one final gift.

[00:20:36] You've left us with your insights, but can you now leave me with either a book that means something to you that we can add to our Amazon wishlist,

[00:20:43] or a song for our Spotify playlist?

[00:20:46] Guilty pleasures are allowed, but what would you like to leave us with?

[00:20:50] Oh, my goodness.

[00:20:51] Well, I will give you my guilty pleasure song.

[00:20:53] I am quite fond of the Immigrant Song by Led Zeppelin.

[00:20:57] Maybe it ages me a little bit, but it's just a great pump-up song,

[00:21:01] and I'm the daughter of immigrants in the U.S., and it's just, you know, I think it speaks to everybody.

[00:21:08] It kind of pumps you up when you need to go out for the day and really knock things out of the park.

[00:21:14] That is not a guilty pleasure.

[00:21:15] That's one of the greatest riffs of all time in that song, right?

[00:21:18] So that's a great choice.

[00:21:20] I'll get that added straight to the Spotify playlist.

[00:21:24] And again, for anyone listening wanting to explore more about Ad ID, everything we've talked about here,

[00:21:30] I will add a link to your op-ed that we mentioned a few moments ago.

[00:21:34] But anywhere else you'd like to point, everyone?

[00:21:37] No, just our website, ad-id.org.

[00:21:42] I'm on LinkedIn, not a Bradbury on LinkedIn, and the op-ed would be great.

[00:21:47] This was such a pleasure.

[00:21:48] It's always such a joy to talk with you.

[00:21:51] Thank you so much.

[00:21:52] I really appreciate you taking the time to sit down with me.

[00:21:54] We covered so much in 30 minutes.

[00:21:56] Love to get you on a little bit later in the year,

[00:21:58] see how things are continuously evolving.

[00:22:01] But more than anything, thanks for joining me today.

[00:22:03] I would love that.

[00:22:04] Thank you so much.

[00:22:05] As my guest has highlighted today,

[00:22:07] I think the advertising industry stands at a crossroads at the moment

[00:22:10] where innovation and collaboration are actually key to creating

[00:22:14] more meaningful connections with audiences.

[00:22:18] And I think that Ad ID's universal tracking system

[00:22:20] is certainly a step forward in reshaping how brands approach

[00:22:24] ad frequency, measurement, and personalization.

[00:22:28] So they can deliver benefits not just to businesses,

[00:22:31] but also consumers that are seeking more relevant

[00:22:34] and less intrusive ad experiences.

[00:22:38] So big thank you to today's guests for shedding light

[00:22:41] on these critical topics.

[00:22:42] But what are your thoughts on technology like Ad ID?

[00:22:46] How do you see it influencing the future of advertising,

[00:22:48] especially if this is your area of expertise?

[00:22:51] I'd love to hear your perspective.

[00:22:53] If you want to come on the podcast,

[00:22:54] if you want to ask a question or anything at all,

[00:22:57] remember LinkedIn, Instagram, X, at Neil C. Hughes,

[00:23:00] and my email, techblogwriter at outlook.com.

[00:23:03] But I've taken up far too much of your time today,

[00:23:06] so it's time for me to get out of here.

[00:23:08] And I'll return again with another episode for you tomorrow morning.

[00:23:12] Bye for now.