Project Rearc: How to Participate

With impending changes to third-party cookies and other identifiers, Project Rearc is a global call-to-action for stakeholders across the digital supply chain to re-think and re-architect digital marketing to support core industry use cases, while balancing consumer privacy and personalization.

IAB Tech Lab is orchestrating a collaborative process to educate member and non-member stakeholders, and to facilitate global input into the development of new technical standards and guidelines driving “privacy by default” addressable advertising and measurement. We acknowledge and encourage the many critical business and policy conversations taking place across all stakeholder groups. There are a number of ways for your teams globally to participate in the discussion – from business, policy, and technology perspectives.


IAB Tech Lab is hosting a series of Project Rearc Webinars. We’ll provide different perspectives, more information on the next steps, and how to get involved in the process. The first webinar provided an overview on the history of cookies, tracking, and the evolution of the internet, and how we got to where we are today. 


To provide a channel for input from a diverse set of stakeholders globally, IAB Tech Lab is also creating the Rearc Task Force, open to members and non-members. We’ll employ a structured process, bi-weekly meetings and regular updates to facilitate collaboration across various trade organizations, publishers, buyers, platforms, consumer advocacy / NGOs, and other international bodies. Click here to join this Task Force.


Tech Lab and its technology-focused membership base will focus on tech standards and guidelines for privacy-centric addressability and industry accountability, informed by global business and policy input, collaboration and dialogue. If you’re a Tech Lab member, please encourage your technology leaders and key team members to get involved within these new technical working groups:


Working groups are forming globally to bring together business and policy leaders. If you’re a member of IAB in the U.S., please get involved with the IAB Rearc Business Working Group (Data Center of Excellence).

For international audiences, please check with your local IAB office for working groups forming to discuss Project Rearc, or join the Rearc Task Force (through Tech Lab) and we’ll update you with efforts from other cooperating trade organizations.

The first step in Project Rearc will be to document the advertising and non-advertising use cases, highlighting dependencies on identifiers and third-party cookies, as well as the business impact from the loss thereof. With the industry level-set, we can then discuss design principles and feasible technology alternatives. More information on the process to be provided within the first Rearc Task Force meeting, expected early April.


The removal of third-party cookies and identifiers will have a profound impact on digital advertising stakeholders, and we encourage you to participate in laying the foundation for tomorrow’s solutions for ad targeting, measurement, and optimization, driven by the need to enhance consumer transparency and industry accountability.

Let’s re-architect the digital marketing industry together!