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Ad-ID is a UPC Barcode for advertising that permits one-to-one tracking of commercials, down through the pipe, down to the TV set. It is very powerful, and it enables four billion combinations -- this is meta data.

Shortly, we will be able to create, in essence, full motion video commercials on the fly. And, the commercial people receive in Westwood, California will be different from what the people get on their television sets a few miles away in Pacoima. Marketers will be able to create ads on the fly.

The UPC Barcode arrived on the scene in 1974. People didn't understand what it was. UPC permitted Wal-Mart to exist; and, Wal-Mart couldn't exist with out it. UPC is a supply chain logistics DNA. Like UPC, Ad-ID is another sleeper. If you haven't heard about this, it's time to contact your friends at AAAA and the ANA. With four billion combinations, it is the future for tracking digital advertising.

RFID: Radio frequency identification is the UPC Barcode on steroids. It announces itself when it is hit by a radio signal.

There is a prototype store in Rheinberg, Germany that is demonstrating the power of RFID. It has dynamic pricing. The store changes its pricing by time of day and by customer -- based on RFID.

What's more, the store displays dynamic ads based on RFID.

It has Smart Shelves. If a customer takes a Clorox product, picks it off the shelf, looks at it, and then puts it back, the Smart Shelves monitor that action and then lets the store report to the guy at Clorox: "people are confused here. They are picking up the 409 cleaner with lemon scent, and they don't understand it, because we are seeing a huge number of people picking it up off the shelf, and putting it back."

Then, when you roll up to the checkout counter, the RFID hits it and every product announces itself. Poof! There is the total. The customer simply moves to a device that wipes out those RFID codes, so that the customer is anonymous when she leaves the store, so people cannot follow you down the street knowing you bought a twelve pack of Bud Light.

Combine Ad-ID with RFID -- the two together are going to be incredible. We will be able to trace advertising down to the TV set, down to the individual at the household. And, with RFID monitoring what comes into that household, it is going to be a revolution because suddenly marketers will know when their ads push consumer purchase behavior.

And when they don't.

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