Originally published on VASTLint . This article is part of the Migrate video standards with evidence series.

A video can have a different local identifier in the agency spreadsheet, the ad server and the publisher report. Each system may work correctly on its own while the campaign team spends hours deciding which rows describe the same creative. That manual join becomes harder when one campaign has many versions or runs across several platforms.

Persistent creative identifiers address a specific part of that problem: carrying a recognizable creative identity across organizational boundaries. The migration includes registration policy, transport and reporting. Adding a field without preserving it through the workflow can leave the original reconciliation task intact.

Agree on what the identifier identifies.

IAB Tech Lab's Ad Creative ID Framework describes registration and persistent identifiers for video creative. VAST's UniversalAdId provides a place to convey an identifier and its registry.…