MUMBAI :Marketing companies Procter & Gamble, Ernst & Young LLP and Pepsi have become the first to annouce their deal with the Ad-ID (Advertising Digital Identification) system.

Ad-ID is the new digital identification system for advertising designed by the American Association of Advertising Agencies (AAAA) and the Association of National Advertisers (ANA). It generates unique codes to accurately check scheduling, placement, billing, and to verify schedule details.

The system, currently in a beta test, is slated for a January launch. During the introductory period, efforts will be concentrated on gaining universal adoption of the Ad-ID system as the standard industry identifier.

The code system can be used in all digital media and across all digital environments,and will help companies identify advertising for all media and consisits of 12 character. It is anticipated that this software innovation will emerge to facilitate industry wide improvements and may also include real time verification, ROI analyses, and global campaign tracking.

In addition to generating unique codes, the Ad-ID system will also serve as a central, permanent repository of information about each advertisement. It will generate a database as to who created and produced it, where and when it is scheduled to run, and any clearance or legal issues, says an official release.

P&G, one of the early adopters of Ad-ID, was largely responsible for the creation of the ISCI coding system 32 years ago. P&G Global Marketing Officer Jim Stengel says Ad-ID will help the company ensure that the right message is delivered in the right context and at the right time to the consumers.