Taking the wraps off its new specification for digitally exchanging
information on ad placements, industry group adXML.org Tuesday proposed releasing
version 1.0 of the adXML language, after it was used to send data for the
online campaign of an automobile maker.
Media buying firm Mediaplex
was on the sending end of the transaction,
and L90 Inc.
on the receiving end. Mediaplex, which began and has been spearheading the
adXML.org work, sent the information on behalf of its client, Critical Mass, an interactive
The adXML language is being developed to ease the process of exchanging
information about ad avails and placements, doing digitally what has been
done by phone, e-mail and fax. The 1.0 version is for online campaigns,
and the group hopes to include all media types in its final release at the
end of the year.
“By enabling the real-time automation of every advertising business
transaction all along the supply chain, from advertisers to agencies and
publishers, the adXML technology significantly minimizes the costs and
delays associated with current routing and processing procedures,” said Art
Scott, Mediaplex’s director of adXML and adXML.org chairman.
“Although the advertising industry has made attempts to set standards for
EDI transmission of contractual data, EDI is a proprietary, not an open,
standard and requires both expensive translation software as well as
support personnel on both sides of the process. adXML eliminates this
expense and makes any digital trade easy to set up and to receive.”
The adXML.org group was founded in December 1999, and now consists of more
than 140 companies representing traditional media, such as print, TV, radio
and outdoor, as well as new media, including online, e-mail, set-top
box/broadband and the wireless market.