Blog Posts
Multi-State Privacy Agreement and Global Privacy Platform Update
The IAB Tech Lab’s Global Privacy Platform (GPP) is a technical protocol designed to streamline the transmission of privacy and consumer choice signals across the digital advertising ecosystem (e.g., between publishers, advertisers, and adtech intermediaries) and help its participants adapt to regulatory demands across markets. The GPP currently supports the […]
PAIR Up With First Party Data: Unlock Secure, Private And Scalable Targeting
We are pleased to introduce IAB Tech Lab PAIR, a solution built upon the foundations of Google Publisher Advertiser Identity Reconciliation (PAIR) protocol and IAB TL Privacy Enhancing Technology Working Group initiatives including Open Private Join and Activation (OPJA). First-party audience data is gaining momentum and is among the most […]
Navigating the Maze of Identity Solutions: A Guide for Advertisers, Publishers, and AdTech
Understanding the landscape of ID solutions Identity solutions harness a multitude of signals to paint a comprehensive picture of the digital consumer. These signals range from deterministic data, where the identity is known with reasonable certainty, to browser and device data, where identities are inferred based on predictive patterns and […]
GPP Extensions Addressing Privacy Regulations with State-Specific Updates
In the dynamic ecosystem of digital advertising, maintaining adherence to ever-evolving privacy regulations is paramount. Over the coming months, starting with July 1st, we will hit the effective dates for State privacy regulations in Florida, Montana, Oregon, and Texas. Consequently, the updates to extend the Global Privacy Platform (GPP) equip […]
Understanding Differential Privacy: A powerful tool for Ads Privacy
We are pleased to release the final version of Differential privacy guidance- a must-read guide for Advertisers, Publishers, and Ad tech vendors Protecting user privacy has recently become a hot-button topic, both for legal compliance and to safeguard first-party data. There is a dizzying array of different approaches to making […]
ID Generation Provenance and Clarification
Published: May 8, 2024 Recent discussions have revealed disagreement about the expected use and origination of `buyeruid` and `ifa` attributes, and questions about how to convey the method of ID creation and insertion outside of the scope of “traditional” approaches (e.g. user IDs originating from browser cookie syncs or advertising […]
Podcast Measurement v2.2 is Ready for Implementation
Tech Lab’s Podcast Technical Measurement Guidelines v2.2 public comment draft was released on February 22, 2024 and public comment period closed on March 23. We thank all those who provided public comment feedback and are pleased to announce that it has been reviewed and incorporated in the final release. Background […]
Embracing AI to Safely & Effectively Reach Audiences
We understand that effectively reaching target audiences remains a key concern for marketing leaders. In fact, over half (53%) of executives worldwide say their leading concern regarding their digital advertising strategy is being able to reach target audiences effectively at scale (source). Advancements in AI, particularly Large Language Models (LLMs), […]
VAST CTV Addendum for Public Comment: Includes Backwards Compatibility for Foundational Building Blocks for CTV Success
IAB Tech Lab is releasing VAST CTV Addendum 2024 for a 30-day public comment period. The addendum provides extensions and guidance to support vital features for improved video ad delivery and measurement. It is part of a more extensive Tech Lab Advanced TV initiative to support converging technology in all […]
Enhancing Transparency and Combatting Ad Fraud: Upgrade to Supply Chain Plus API
The IAB Tech Lab’s Supply Chain API has been a cornerstone for subscribers seeking accurate and up-to-date Ads.txt and App-ads.txt data for millions of domains, mobile apps, and CTV environments. In response to customer and member feedback, we are introducing the Supply Chain Plus API. The new service tier comes […]