Project Rearc was launched in 2020 in response to the deprecation (or limitation) of third-party cookies and other identifiers, being disrupted by consumer privacy approaches taken by browsers, operating systems, and new privacy regulations across the globe.
This taskforce is a global call-to-action for stakeholders across the digital supply chain to come together to ‘re-architect’ digital advertising to build systems and standards that preserve addressability with consumer privacy and security at the heart of everything that we do.
This taskforce brings together over 800 business, policy and technology specialists from across the world, from 487 companies, who represent various components of the digital supply chain.
When Project Rearc first came together, the group ran a comprehensive study to document all the business use cases of identifiers from key stakeholders across the industry and across the digital supply chain. In March 2021 the taskforce released a portfolio of standards for responsible addressability and ‘predictable privacy’.
We continue to work and evolve the standards within this portfolio; and in February 2022 Project Rearc announced a new workstream focused on developing Privacy Enhancing Technology (PETs) standards and tools.
The reality of a ‘privacy-by-default’ internet is that the level of audience addressability will vary across different parts of the internet. The levels of addressability can be categorized into three buckets, based on whether an advertiser’s audience data can be linked to a publisher’s audience data; and if so by whom.
- Bucket 1: Unlinked First-Party Audiences
This describes environments where there is no ability to link the publishers audience to the advertisers audience, regardless of the buying method.
Project Rearc support or solutions in this area: Seller Defined Audiences (SDA)
- Bucket 2: Browser or Operating System- Linked Audiences
This describes environments where the browser or operating system does the audience linking.
Project Rearc support or solutions in this area: SKAdNetworks List, PETs workstream
- Bucket 3: 1:1 Linked Audiences
This describes environments where publisher and advertiser audiences can be linked using some token of identity resolution and data management platforms.
Project Rearc support or solutions in this area: User ID 2.0, User-Enabled ID Tokens: Best Practices
The Global Privacy Platform, Accountability Platform and PETs Initiative additional initiatives from Project Rearc that will support across all three buckets.
OVERVIEW OF PROJECT REARC SOLUTIONS
A unified global architecture to manage consumer privacy preferences according to local level regulations. Read more.
- Accountability Platform
A system designed to ensure that supply chain participants can consistently show they are adhering to and respecting consumer preferences. Read more.
- Seller Defined Audiences
Enables publishers, DMPs and data providers to scale their first-party data responsibly and reliably without data leakage or reliance on technologies that are being disrupted. Read more.
- SKAd Network Lists
- PETs Initiative
PETs are sophisticated technologies currently employed by enterprises within the insurance and financial industries and they are used to maximize data security while minimizing the use of personal data. This workstream explores the integration of such technology within the advertising industry to preserve the security of first-party data. Read more.
- User ID 2.0
User ID 2.0 an industry open source tokenization framework that is managed and governed by IAB Tech Lab
- User-Enabled ID Tokens: Best Practices
Guidelines for the encryption and use of user-enabled IDs—notably email addresses or phone numbers—in scenarios when online publishers or marketers offer personalized content or services tied to a user-provided email or phone number. Read more.
The whole industry is invited to participate in Project Rearc.
The removal of third-party cookies and identifiers will have a profound impact on all digital advertising stakeholders, and we encourage you to participate in laying the foundations for tomorrow’s solutions for data collection, data processing, ad targeting, measurement, and optimization; driven by the need to enhance consumer transparency and industry accountability.
- March 24th: What are Privacy Enhancing Technologies? (virtual)
- April 27th: Addressability Solutions Designs, 2022 & Beyond (in person)
- September 13th: Education on Different PETs (in-person & virtual component TBD)
- December 8th: Tech Lab PETs working Group Deliverables and Updates (in-person & virtual component TBD)
- Project Rearc Webinar: Cookies and Tracking – Why Are They Going Away, and What Do We Do Now? (March 2020 VOD & Presentation)
- Project Rearc Webinar: How the Removal of Identifiers Impacts Brands & Agencies (July 2020 VOD & Presentation)
- Project Rearc Webinar: How the Removal of Identifiers Impacts Publishers (October 2020 VOD & Presentation)