Ad Materials Standards Released
By Lisa Cross -- graphic arts online, 4/1/2006
Following more than a year of development, The AdsML Consortium released new versions of its standards for advertising bookings and materials delivery for newspapers and magazines, and is ready for round one of public evaluation and comment. When approved, the standard will govern the way ad content is delivered to publishers electronically.
The specification provides a consistent way to implement and manage the advertising ordering process for magazine and newspaper inserts, classified and ROPs—including quotes, reservations, orders and status messages, and the appropriate responses. Other types of advertising can be handled using a generic subset of the specification. The information exchange process supports both synchronous and broadcast exchange protocols along with an exchange choreography that prevents messages from being processed out of order.
“This new release sets guidelines for the ad industry about how to deal with two key areas of advertising—workflow inserts and content delivery,” says Harald Löffler, president, AdsML Consortium and research manager, Ifra, a sponsoring member of the consortium. “Both areas are complex and their fulfillment requires great accuracy, from the moment space is booked, on through production, where all ad and insert components must come together seamlessly, and in delivery. Missed deadlines can result if even one element goes astray.”
