XR’s Batter calls for industry-wide creative ID system
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.
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 · read the original.
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