Inside the IAB Tech Lab's New Consumer Privacy Proposals

Can new tech standards plus enhanced accountability save programmatic as we know it?  


The IAB Tech Lab is proposing new technical solutions and standards to ease concerns around the use of third-party cookies for online advertising with an enhanced accountability framework to better ensure responsible use of consumer data.

This includes the creation of an encryption tool which permanently attaches a consumer’s privacy preferences to an identifier that ad-tech companies can then use to target ads, provided they too adhere to a series of privacy measures.

To ensure compliance, the trade body is suggesting an enhanced accountability system that will rely on multiple sources of reporting to verify that those in the ad-tech and mar-tech space respect consumer privacy choices.

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