Digital advertising consortium AdLedger has a new open standard it hopes will solve some of programmatic’s ills.
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.