> ## Content Index
> Fetch the complete content index at: https://www.medianexis.com/llms.txt
> Use this file to discover other available public pages before exploring further.

# XR’s Batter calls for industry-wide creative ID system
- URL: https://www.medianexis.com/xrs-batter-calls-for-industry-wide-creative-id-system/
- Published: 2026-10-27T14:31:23.000Z
- Updated: 2026-10-27T14:31:23.000Z
- Description: The Measure reports that Extreme Reach CEO John Batter says the industry lacks a creative ID structure to connect ad variants to masters, track rights compliance by region, and link production costs to media outcomes as AI speeds up variant creation.
- Author: The Signals Desk
- Tags: Measurement, XR's Batter calls for industry-wide creative ID system

**Why it matters.** Brands and agencies managing growing numbers of creative variants have no shared ID standard to track rights and regional compliance until one emerges.

*Signal from* [*The Measure*](https://www.themeasure.net/?ref=medianexis.com) *·* [*read the original*](https://www.themeasure.net/the-future-of-research-with-xrs-john-batter/?ref=medianexis.com)*.*