Ad-ID

United States · www.ad-id.org · 8 vendors

Resilience scores

Technology vendors

Services catalogue

1 service in catalogue across 1 category; runs on 8 sub-vendors.

Insights

Last updated 2026-08-03 · revision 2

8 direct vendors, 111 subvendors

Direct vendors by controlling owner country (sample)

Subvendors by controlling owner country (sample)

Migration Readiness: 4/10

Assessed by AI based on technology stack characteristics (cloud-native vs legacy, containerization, microservices), regulatory environment, data residency requirements, financial stability, and vendor lock-in risks. The score ranges from 0-10, where higher scores indicate better readiness for technology migration.

Ad-ID's migration readiness is assessed as medium (40/100). A primary challenge is the limited information regarding the architecture of their core "Ad Metadata Management Platform." While "API / System Integration Framework" is a key technology, there is no data indicating whether the platform is cloud-native, containerized, or built with microservices, which are crucial indicators of readiness for modern cloud migration. The company's financial capacity to fund a significant migration effort is also unknown due to missing data on revenue concentration and growth history. Furthermore, the "Vendor Lock-in Risk" is unspecified. Although "Total Vendors: 0" is stated, the reliance on 8 services from vendors in three countries suggests external dependencies, and the level of lock-in to these services is a critical unknown. The absence of specified data residency requirements could be an advantage by offering flexibility, but also means potential unknown constraints. The website's use of Squarespace (SaaS) indicates some familiarity with cloud-based services, but this is a small component of their overall infrastructure.

Compliance

6 in-scope frameworks identified; showing 3.

CPRA — Partially Compliant

Ad-ID explicitly addresses CCPA in its Privacy Policy, indicating awareness and partial implementation. The policy covers California residents' rights to access, deletion, and non-discrimination, and states that Ad-ID does not sell personal information. However, the policy was last updated June 2021 — before the CPRA amendments took effect (January 1, 2023), which introduced additional requirements including the right to correct inaccurate personal information, expanded sensitive personal information protections, and new data minimization obligations. The risk is Medium because: (1) Ad-ID serves clients across the US including California-based advertisers, agencies, and publishers; (2) the outdated policy may not reflect current CPRA requirements; (3) the California Privacy Protection Agency (CPPA) has increased enforcement activity.

Evidence: https://www.ad-id.org/privacy-policy, https://cppa.ca.gov/regulations/

FTC Act — Assessment Required

The FTC has broad authority over unfair or deceptive acts and practices (Section 5 of the FTC Act) and has increasingly focused on data privacy, security, and advertising technology practices. Ad-ID operates at the intersection of advertising technology and data management — a sector under active FTC scrutiny. The FTC's 2022 Commercial Surveillance and Data Security rulemaking and ongoing enforcement actions against adtech companies create regulatory risk. The risk is Medium because: (1) Ad-ID's core business (advertising asset identification) is not inherently deceptive; (2) however, its data practices (cookies, tracking, third-party data sharing) are subject to FTC oversight; (3) the FTC has signaled increased scrutiny of data brokers and adtech intermediaries; (4) no FTC enforcement action against Ad-ID has been identified.

Evidence: https://www.ad-id.org/privacy-policy, https://www.ftc.gov/business-guidance/privacy-security/privacy

CAN-SPAM Act — Partially Compliant

Ad-ID sends promotional email messages to users and clients. The Privacy Policy states that promotional emails will contain unsubscribe instructions, which is a core CAN-SPAM requirement. Risk is Low because: (1) Ad-ID's email communications are primarily B2B (to registered users who are advertisers, agencies, publishers); (2) the Privacy Policy explicitly mentions unsubscribe mechanisms; (3) CAN-SPAM enforcement risk for B2B communications is generally lower than B2C. The 'Partially Compliant' status reflects that full compliance cannot be confirmed without reviewing actual email practices.

Evidence: https://www.ad-id.org/privacy-policy, https://www.ftc.gov/business-guidance/resources/can-spam-act-compliance-guide-business

Financials

Three-year financials

Financial Resilience Score: 6/10

Ad-ID benefits from a structural monopoly position as the U.S. advertising industry's de facto official ad registry, endorsed and required by major broadcasters including NBCU, ABC, and CBS. Its ownership by two well-funded, long-established trade associations (the 4A's and ANA) provides both legitimacy and an implicit financial backstop, making failure of the venture unlikely. The recurring, transaction-based revenue model tied to per-code fees and prefix subscriptions is capital-light and scales with U.S. ad creative production volume. However, financial resilience cannot be assessed with precision because Ad-ID is a private LLC with no SEC filings, no Form 990 of its own, and no public financial statements. The organization is small (estimated 10-25 employees), U.S.-only, and concentrated in the linear/broadcast TV workflow, which faces long-term risk from fragmentation to walled-garden digital platforms (Meta, Google, TikTok, Amazon) that use proprietary creative IDs. Governance dependence on consensus between two owners may also slow strategic response to disruption. Overall resilience is moderate: durable near-term due to standards-based positioning and owner backing, but vulnerable to structural shifts in ad-tech identification.

Key strengths: Structural monopoly as U.S. industry-standard ad identifier, Ownership by two well-funded trade associations (4A's and ANA) provides financial backstop, Recurring transaction-based revenue model (per-code fees, prefix licensing), Capital-light business scaling with U.S. ad creative volume, Long operating history since mid-2000s, succeeding legacy ISCI system, Adoption mandated by major U.S. broadcasters

Risk factors: Concentration on U.S. linear/broadcast TV workflow, Fragmentation risk from walled-garden digital platforms with proprietary creative IDs, Small-scale organization with limited balance-sheet cushion, Governance dependence on consensus between two owners can slow decisions, Complete opacity of financials limits external assessment, Effectively 100% U.S. geographic concentration

Revenue by geography

Revenue by product/service

Workforce by country

Signed-in users can see whether their own company is exposed to this vendor's disruption, plus the full sub-vendor list and country breakdowns, every in-scope compliance framework plus gaps and next steps, and alerts when any of it changes.

View the full interactive report