When I first started as Senior Vice President of cross-industry workflow at the 4As in 2007, spending half my time on Ad-ID, I was sure of one thing: one day Ad-ID would be my full-time job. I believed that there was a need for a centralized registration authority for ads, just like UPC for consumer packaged goods, ISBN for books and ISRC for music. It was a matter of time, attention and focus.
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