Advertisers and Publishers Can Now Securely Measure Conversions, Ensuring User Privacy is Maintained
Public Comment Period Open Until November 14, 2024
NEW YORK, October 15, 2024 — IAB Tech Lab, the global digital advertising technical standards-setting body, announced today the launch of ADMaP (Attribution Data Matching Protocol) for public comment. Built by privacy, measurement, and data clean room experts, ADMaP enables advertisers and publishers to securely share and measure conversion data without revealing user-specific details. The protocol leverages Privacy Enhancing Technologies (PETs) like Private Set Intersection (PSI) and Trusted Execution Environments (TEEs) to ensure privacy and data security.
“The shift away from traditional identifiers and associated techniques used for attribution has created an urgent need for new, privacy-forward solutions. Signal loss limits advertisers’ ability to measure campaigns accurately and ultimately impacts publishers revenues,” said Anthony Katsur, CEO, IAB Tech Lab. “ADMaP is a game-changer, enabling advertisers and publishers to collaborate safely and accurately determine measurement and attribution, while fully protecting their audience’s privacy. This isn’t just about compliance – it’s about building trust and setting a new standard for how data can be shared responsibly in our industry for specific purposes.”
The ADMaP protocol uses several privacy-centric steps – identity mapping, attribution computation, and report generation. These steps utilize Privacy Enhancing Technologies like secure multiparty computation cryptography and Trusted Execution Environments (TEEs) to ensure secure, encrypted, private data handling, enabling publishers to share exposure data and advertisers to share conversion data without the risk of revealing user-specific information. The protocol also empowers data clean rooms to provide cryptographically guaranteed features that maintain the integrity and privacy of their client’s data.
“To exact change and to solve for measurement and attribution, the industry needs to take bold actions,” said Edik Mitelman, General Manager, AppsFlyer. “By bringing together advertisers, publishers, and data clean rooms, we’ve collaboratively developed a solution that not only addresses the privacy challenges we face today, but also paves the way for a more secure, transparent, and importantly measurable future for digital advertising. This is a critical step, and not a final solution, in aligning privacy-first innovation with the needs of the entire ecosystem.”
The public comment period is open through November 14, 2024, and IAB Tech Lab invites industry stakeholders to review the protocol and submit feedback. For more information and to participate, visit https://iabtechlab.com/admap
About IAB Technology Laboratory
Established in 2014, the IAB Technology Laboratory (Tech Lab) is a non-profit consortium that engages a member community globally to develop foundational technology and standards that enable growth and trust in the digital media ecosystem. Comprised of digital publishers, ad technology firms, agencies, marketers, and other member companies, IAB Tech Lab focuses on solutions for brand safety and ad fraud; identity, data, and consumer privacy; ad experiences and measurement; and programmatic effectiveness. Its work includes the OpenRTB real-time bidding protocol, ads.txt anti-fraud specification, Open Measurement SDK for viewability and verification, VAST video specification, and Project Rearc initiative for privacy-centric addressability. Board members/companies are listed at https://iabtechlab.com/about-the-iab-tech-lab/tech-lab-leadership/. For more information, please visit https://iabtechlab.com