Attribution measurement is a core pillar in digital advertising. With the decline in third-party cookie availability and additional client side restrictions by browsers and operating systems platforms, measurement of attribution is becoming increasingly difficult and becoming more and more dependent on user provided and consented personal information like email etc. Hence it is necessary to develop attribution methods and systems that safeguard user privacy while delivering attribution measurement for advertisers.
Attribution Data Matching Protocol (ADMaP) is a privacy-centric protocol that enables advertisers and publishers to measure attributions using Privacy Enhancing Technologies (PETs) in a Data Clean Room (DCR) and protecting their user’s Personal Identifiable Information.
ADMaP is designed to use authenticated and deterministic first-party data for which data providers have necessary consent for measurement purposes from users, coupled with Privacy Enhancing Technologies (PETs) to securely compute attributions. It is a DCR interoperability standard to help standardize workflow and data structures necessary for private attribution computations, while providing flexibility for deploying proprietary attribution algorithms.
This document describes the specification for a well-defined use case to support interoperability for DCR Providers and their customers. The well-defined use case is that an advertiser wants to measure and compare the performance of their campaigns across various publishers, ad networks, channels, and platforms. We recommend the “Data Clean Rooms Guidance and Recommended Practices” document as a preread to become familiar with DCRs and their functions and better understand the context of this document.
This document describes the specification for implementing a matching operation between two parties and the supporting mechanisms to use the output of the operation to attribute and measure the matched events from advertiser to specific publishers. The standard will enable Data Clean Room (DCR) Providers to implement well-defined, consistent, and reliable mechanisms to support their customers and enable advertisers and publishers to interoperate with different DCR Providers and business partners.
This document is primarily intended for a technical audience, in particular for engineers and product managers working with first-party data based measurement and attribution solutions and interested in implementing the mechanisms described herein. The key takeaways for readers are:
This document is developed by the IAB Tech Lab Rearc Addressability Working Group. This is the second in a series of DCR interoperability standards. IAB Tech Lab will develop specifications for other well-defined advertising use cases for DCRs in the future.
It is open for public comment until November 14, 2024. Please send your comments to support@iabtechlab.com