IAB Tech Lab is happy to present the final release of the ID-Less Solutions Guidance. This is a complementary guidance to our original ID Solutions Guidance. The ID-Less Solutions Guidance provides a clear set of criteria for evaluating use cases and solutions.
This new guidance clearly defines the difference between ID and ID-Less solutions, describes the types of challenges present when serving and measuring ads in an ID-Less environment, and documents solutions to those problems. Each documented solution describes the potential advantages and disadvantages of the approach, the challenges implementors are likely to face, and other important information.
Guidance Key Highlights
Some of the key highlights of the ID-Less Solutions Guidance document include:
- Extensive definitions of key terms including Cohorts, K-anonymity, Differential Privacy, Noise, Key, and more. Which are important to know when navigating ID-Less solutions.
- Differences and challenges between ID and ID-Less environments.
- Overview of ID-Less solutions in key advertising use cases including:
- Measurement & Reporting
- Multi-touch Attribution
- Targeting & Retargeting
- Lookalike Audiences
- Frequency & Recency Capping
- Sequencing & Pacing
- Anti-Fraud
Some of the important ID-Less technologies and standards covered in this new guidance include:
- Shared Storage
- Private State Tokens
- Topics API
- Curated Audiences (formerly known as Seller Defined Audiences)
- Attribution Reporting API
- Privacy-Preserving Attribution API
Community Driven
The document was primarily authored by key experts and companies in the ID-Less space including: NumberEight, ThinkMedium, ID Privacy, Covatic, TripleLift, The Trade Desk, Anonymised, and Tech Lab staff.
The document also received extensive public feedback which was integrated into the final version. Some of the key updates from the public comment version include:
- Added A/B testing under solutions
- Added more references to important statements and assertions
- Generalized language to focus more on technologies and specifications
- Noted how ID-Less Solutions implementers must still comply with applicable privacy laws
- Updated language based on the halting of Third-Party Cookie deprecation on Chrome
- Added references to W3C’s Privacy-Preserving Attribution
- Added references to certain solutions, particularly Multi-Touch Attribution using Shared Storage
Addressability & PETs Working Group
In particular, this document was conceived and received primary feedback from the Addressability & PETs Working Group members. These working group members have been pivotal in bringing next-generation privacy-focused solutions that utilize state of the art technology to solve important advertising challenges. We are proud to have such an extensive community of advertising and technology experts always pushing the limits and boundaries of what’s possible in digital advertising.
Email memberships@techlab.com to join this group and get involved!
Miguel Morales
Director, Addressability & PETs
IAB Tech Lab