Answer was provided by the ANA-4A’s Joint Policy Committee (JPC).

Commercials negotiations between SAG-AFTRA and the ANA-4A’s Joint Policy Committee (JPC), representing the advertising industry, mandated universal adoption of Ad-ID under the April 2013 agreement. All commercials produced for television, radio and digital platforms featuring SAG-AFTRA union members, must use Ad-ID as the sole standard commercial identifier.

During a 2012 pilot test, it was found that commercial identifiers are not used consistently, which resulted in the need to estimate a significant percentage of the use fees calculated. A uniform identifier ensures more accurate accounting than today’s system of varied identifiers and manual calculations. Full adoption of Ad-ID will allow accurate tracking and measurement of advertising assets across all platforms.