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Extreme Reach introduces online ad contract compliance system
Extreme Reach Canada of Toronto has introduced a new service intended to provide real-time verification that video ads running on digital media are compliant with the talent's contract terms. The system also provides information required to provide payment to the performers that appear in the commercials, particularly when television commercials are also run online. The system compares ad impression data to talent and rights contract terms in a manner similar to systems that provide verification, analytics and fraud prevention.
"Business affairs experts are tuned into the requirements of contracts with commercial actors and other union talent, but in today's complicated cross-media workflow, communication can break down and use details can get delayed or lost," said Tim Hale, chief talent officer at Extreme Reach. "In fact, our research indicates that more than one third of all ads in the digital video advertising realm don't follow legal contracts for talent and rights, leading to millions of dollars in unexpected costs."