The Ghent Workgroup and IDEAlliance Publish Joint Ad Ticket Specification

The Ghent Workgroup and IDEAlliance Publish Joint Ad Ticket Specification

Associations Unite to Make Global Advertising Workflows a Reality

Ghent, Belgium – February 19, 2013 – Today, with the maturation of digital advertising workflows and a new emphasis on globalization, The Ghent Workgroup (GWG) and IDEAlliance have announced a partnership on the development of a GWG/IDEAlliance Ad Ticket Specification V2.0. This joint specification represents a global collaboration to define a single set of fields that foster end-to-end automation in the advertising supply chain. The cornerstone of this specification is the identification of – and an agreement to – a set of ad ticket metadata fields that are universally required and accepted by all publishers.

The Joint GWG/IDEAlliance Print Ad Ticket Specification represents the next major revision of the GWG Ad Ticket Version 1.3 and serves as the basis for the IDEAlliance ADAM (Asset Delivery Advertising Metadata) Portal Interface Guide Version 1.0.

According to David Steinhardt, President and CEO of IDEAlliance, “Deploying a digital ad ticket is a must to streamline the print advertising value chain. As pressure grows on print advertising, supply chain partners must find ways to reduce costs and speed the flow of information. We are pleased to be collaborating with the Ghent Workgroup on the development of a print ad ticket specification and working with GWG on the future development of a standard digital ad ticket for tablet advertising.”

According to David Zwang, Chairman of the Ghent Workgroup, “In our continuing effort to develop best practices to support the Global publishing and Print supply chain, this update and extension of the original GWG ad Ticket specification is a milestone. We strongly believe that collaborating with other international industry standards and best practices organizations is the way to achieve the best end result and widest adoption, and this joint effort with IDEAlliance is a great example of that.”

The Joint GWG/IDEAlliance Print Ad Ticket Specification can be downloaded

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About Ad Tickets

Within the advertising supply chain the process of delivering print ad materials by a materials supplier to the publisher for placement in a magazine or newspaper has traditionally required an unexpectedly high number of communications by phone, fax and emails. Inefficiencies in the delivery, production and final ad placement have added unacceptable levels of time and expense to a process that should be straight forward. The solution to this workflow problem is the use of a digital Ad Ticket or Job Ticket. The Ad Ticket details the pertinent data about the date, the name of the materials supplier, the name of the client, and the printing or production instructions to be followed, and may also serve as a record-keeping document.

The first attempt to create a standard Ad Ticket was done by the AdsML Consortium in 2003. This Ad Ticket captured 8 screens of data about the Ad and was simply too complex to be widely adopted. Then in 2008, GWG collaborated with AdsML to produce a streamlined version of the Ad Ticket. While this Ad ticket enjoyed some adoption in Europe, little adoption was found in the US due to differences in business practices between the US and Europe.

About the GWG

The Ghent Workgroup, formed in June 2002, is an international assembly of industry associations and suppliers from across Europe and the United States. The Ghent Workgroup’s objective is to establish and disseminate process specifications for best practices in graphic arts workflows.

Since its inception ten years ago, the organization has consistently produced numerous process specifications for PDF dissemination as well as developing useful tools for automating processes and establishing consistent PDFs for print and publishing – all available free at:

Members are comprised of graphic arts associations including: BPIF (UK), CMBO (the Netherlands), DDPFF (Denmark), ERA (Germany), Febelgra (Belgium), FESPA (UK), FTA (USA), IDEAlliance (USA), Medibel+ (Belgium), Nederlands Uitgeversverbond/Cebuco (The Netherlands), PDFX-ready (Switzerland), Printing Industries of America (USA), (Norway), TAGA Italia (Italy), UNIC (France), VIGC (Belgium), and VSD (Switzerland).

Vendor members are: Adobe, Adstream, Agfa, Callas, CGS, Dalim Software, EFI, Enfocus, Esko, GMG Color, Kodak, Quark, Remote Director, and Specle.

Industry members are: Bleuprocess, Four Pees, Litografia Rosés, Phototype, Sagamgraphics, Sanoma Media Belgium, Soluzionisubito, and Square.

Educational members are: Mediagraf, Ryerson University, and University of Wuppertal.

For more information about the GWG, including a full list of its members and objectives, visit

About IDEAlliance

IDEAlliance® (International Digital Enterprise Alliance) is a global community of content and media creators, and their service providers, material suppliers, and technology partners. The Association identifies best practices for efficient end-to-end digital media workflows – from content creation through delivery. Through its active committees, educational conferences, webinars, training and certification programs, IDEAlliance provides its members the forum for the exchange of information that results in the creation of the media production industry’s most valued standards. T) 703.837.1070


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Media contact GWG:

Amanda L. Kliegl


+1 407 346 9800


IDEAlliance Contact:

Steve Bonoff

+1 952 896 1908