Ad Tech

Facing Pressure, the Ad Industry Bands Together to Build New Standards for Targeted Advertising

The Partnership for Responsible Addressable Media assembles as Congress looks to reform ad tech

Logos for ANA, P&G, The Trade Desk, 4a's, IAB, Unilever and IPG — Lawmakers say targeted advertising leads to data leakages, just as the ad industry wants to build new standards around that practice.Getty Images, ANA, P&G, The Trade Desk, 4a's, IAB, Unilever, IPG

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The advertising industry is coming together to uphold regular digital practices in the face of major regulatory, web browser and mobile operating system changes just as government officials call for an investigation of ad-tech companies.

The initiative, called the Partnership for Responsible Addressable Media, will develop new standards to advance and protect foundational digital ad practices, which include targeting and measurement, while also working to safeguard consumer privacy.

The Partnership is coming together amid the impending phase-out of third-party