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Addressability System Designs, Moving from Strategy to Implementation. It’s time to build!
April 27, 2022 @ 1:00 PM - 6:00 PM EDT
The deprecation of identifiers has been looming over our industry since 2020, inspiring large-scale innovation and collaboration within IAB Tech Lab working groups to evolve foundational technical standards and data currencies.
Over the last two years a wide range of alternatives have been proposed. While it is clear that stakeholders will need to work with a portfolio of technical approaches to addressability, many are still unsure which are real vs. hype, how technologies would apply to specific business applications, or what they’d tangibly look like in practice. This forward-looking event will bring practical education and advice to the market by showcasing tangible case studies, relevant debates about technical designs, and testing outcomes. Industry stakeholders will leave being able to make more informed, confident decisions about the technologies they choose to test and ultimately adopt.
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|1:00 PM||IAB Tech Lab Introduction: No Silver Bullets
During these opening remarks, Tony Katsur, CEO of IAB Tech Lab, will frame the day’s sessions and unpack why the “new normal” technical landscape will require a portfolio of complementary approaches to targeting, measurement, and attribution.
|1:20 PM||Replacing Third Party Data with Seller Defined Cohorts
There are a myriad of targeting strategies that claim to replace third-party IDs. For many publishers and marketers there is a dense fog to wade through before they can land upon a mix of strategies that work for them. This is why a common currency is so important, a currency that is not based on personal data that can act as a common ground for digital advertising to work. In this session Permutive will talk about the work they have been doing with IAB Tach Lab Seller Defined Audiences to enable an end to end solution for advertisers and publishers to have privacy, transparency and control through Publisher Cohorts.
|1:55 PM||The Evolving Role of SSPs to Facilitate First-Party Data Monetization for Publishers
As the industry coalesces around new frameworks and data currencies, SSPs have an important role to play in driving innovative tools and services to facilitate publisher monetization. During this presentation, Garrett McGrath, SVP of Product at Magnite, will discuss the evolution of SSP models and why they’re well positioned to define the future of first party data activation.
|2:10 PM||Standardization of Contextual Targeting and Why it Matters
Everywhere you look ad tech companies are promoting their new contextual capabilities. While contextual is not a new concept for the industry, the technology powering contextual and the environments it assesses certainly is. This un-unified approach to what should be “contextual” in today’s world is causing a whole host of confusion and lack of transparency. Join GumGum in a conversation about the need for standardization around contextual technology and how that applies to new digital environments and impacts our industry today.
|2:25 PM||Holistic Identity Strategies – Single Graphs vs. Dynamic Frameworks
The availability of many competing identity solutions has led to new addressability strategies, some of which are stand-alone and some interoperable. This session covers a new world of creating connective-tissue across identity namespaces, which, when layered together, can deliver on privacy-safe addressability use cases that advertisers need. We will cover how a holistic identity approach can be leveraged alongside Tech Lab’s new SDA spec, the potential for these solutions, as well as offer insight into the role and impact that standards will play in assessing and building the next generation of addressability.
|2:45 PM||How First Party Data Can Help Solve for Omnichannel Measurement
The new era of accountability requires that every media dollar spent is addressable and measurable. LiveRamp’s SVP of Addressability and Ecosystem, Travis Clinger, will discuss how marketers and publishers can leverage user authenticated ID graphs to future-proof measurement, and the role technical standards play in driving industry interoperability.
|3:00 PM||Browser Defined Approaches to Addressability: Unpacking Topics API, FLEDGE, and the Two Leading Attribution APIs
Browser defined approaches to addressability will undoubtedly be part of the consideration set for publishers and advertisers – albeit new, untested, and disruptive. During this session, we’ll unpack the leading browser proposals being debated within industry forums – Topics API, FLEDGE, Attribution Reporting API and Interoperable Private Attribution – and review their technical architecture, intended industry use cases, and broader impact on practitioners within the supply chain.
|3:30 PM||Scaling Data Transparency and Quality Standards for the Open Ecosystem
Historically, advertisers have operated in a vacuum of information about the core determinants of audience quality. While transparency standards exist, they are not universally and widely adopted. During this session, Lisa Abousaleh, Co-founder and CCO of Neutronian, will discuss the importance of data transparency and quality standards for the ecosystem, methodological approaches that can be deployed to quantify attribute accuracy, and how we can scale adoption of new standards within the open ecosystem.
|3:40 PM||Coffee and Networking Break|
|4:05 PM||Overview of Privacy Enhancing Technologies for Targeting & Measurement
Privacy considerations are significantly changing the advertising ecosystem’s operating mechanisms, requiring participants to prepare for a future where access to individuals’ data is rare and privileged. Within this context we need to adapt privacy preserving techniques for use cases like targeting and measurement. In this session we will provide a survey of privacy protection techniques including K-anonymity, Plausible deniability, Differential Privacy through noise addition, Vertical and Horizontal federated measurement and discuss how these techniques can be embedded to enable measurement and targeting use cases in a more private and secure online world.
|4:20 PM||Interoperable Private Attribution (IPA) – A Proposal for Privacy Focused Measurement
Privacy enhancing technologies (PETs) will require the industry to rethink traditional approaches to advertiser measurement, reporting, and optimization. During this session, Meta will walk through their “Interoperable Private Attribution” proposal that aims to enable accurate ad measurement while ensuring user privacy.
|4:35 PM||The Role of On Device Computation / Edge Computing as a Privacy Preserving Tool
After a turbulent year of changes in the privacy landscape, new tools are needed to restore addressability in a way that meets the newfound expectations of consumers. One key tool, which is often overlooked, is edge computing. It offers significant advancements as a champion of privacy preservation from the way data is collected to the way it is shared while having the added benefit of lower operating costs. Chris Watts – CTO of NumberEight – will share the important components of edge computing for mobile advertising and demystify topics such as k-anonymity and differential privacy.
|4:50 PM||Trusted Servers: Understanding Their Evolving Role in Open Ecosystem Buying and Selling
Many believe that privacy preserving advertising functions will require a “Trusted Server” entrusted with the data necessary to enforce privacy guarantees for end users while still permitting publishers to sell ads and advertisers to find their audiences. In this session, Grant Nelson, Product Manager, Privacy at TripleLift will illustrate why a trusted server is desirable and will guarantee end-user privacy protections using approaches like differential privacy and audience-based privacy guarantees. Grant will present a model for using trusted servers to run auctions and manage audiences, and the importance of technology governance to produce transparent and reliable outcomes.
|5:05 PM||An Approach to Trusted Server Governance
There are several popular proposals that rely on the existence of a “Trusted Server” to perform tasks like anonymizing ad requests. While this type of model has a lot of promise, it suffers from the problem that the server itself must be trusted, even while sitting outside the realm of the user’s control. During this session, Robin Berjon, VP of Data Governance at The New York Times, outlines a proposal for a governance model that can support such trustworthy utility servers by having them owned and operated by an entity governed in common by different constituencies.
|5:20 PM||Making Sense of Global Privacy Complexity
Global privacy issues are becoming immensely complex. Defensible approaches to addressability must be coupled with supply chain transparency, privacy signaling, and accountability mechanisms. In this session we’ll explore the role that emerging standards can play in helping to facilitate reliable privacy signaling and interoperability across jurisdictions. Topics will include:
|5:50 PM||IAB Tech Lab Closing Remarks|
|5:55 PM||Networking Reception|
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