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. The Rearc Accountability Working Group explores technical mechanisms that facilitate industry accountability to privacy-centric addressability standards and adherence to consumers’ privacy preferences. This work is based on feedback from both inside and outside our industry that accountability at the system level is a critical component to re-establish consumer trust, enable responsible use of consumer identifiers and personal data for advertising purposes, and establish stability and mitigate legislative pressure.
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