AdLedger Consortium Is Building a Tool to Protect Bidstream Data

The nonprofit consortium has created what’s essentially an encrypted digital signature, called CryptoRTB, that can be inserted into bid requests. During a real-time ad auction, this would allow publishers to encrypt specific information, like a user’s IP address or location, and only share that data with specific partners.

Christiana Cacciapuoti, executive director at AdLedger, said the technology, which is built on blockchain and cryptography, would help create a more “intimate relationship between the publisher and the advertiser.”

“We’ve never had an opportunity as an industry to create a technical parameter … where people can’t manipulate what is in ad request,” Cacciapuoti said.