Consumer trust is the lifeblood of digital media and brand loyalty and we must put consumer privacy protection first to enable a sustainable, free, and open internet.
In response to increased awareness and demand from consumers for more transparency and control over their personal data, over the last five years there has a proliferation of new privacy regulations around the world that impact on the way all businesses, including advertising businesses and marketers, can use consumer data, with risks of penalties and fines for non-compliance. In response to regulatory pressures and consumer demands, large technology companies that own the browsers and operating systems that act as our gateway to the internet, are implementing changes to deprecate or limit the use of unique user identifiers, which limits or prohibits the use or collection of such data.
Identifiers such as cookies have been foundational technologies within our industry and a number of the functions and processes we rely upon within digital advertising have a dependency on these technologies. However, consumer trust is the lifeblood of digital media and brand loyalty and we must put consumer privacy protection first to enable a sustainable, free, and open internet.
Most of our work related to identity, privacy and addressability falls under the umbrella of our ‘Project Rearc’ initiative and we recommend you check out this page for more information.
Standards, Specifications & Guidelines
- Project Rearc
- CCPA & Other Privacy Frameworks
- Transparency & Consent Framework (IAB Europe)