Seller Defined Audiences (SDA) is an addressability specification incubated within Project Rearc. It allows publishers, DMPs and data providers to scale first-party data responsibly and reliably without data leakage or reliance on deprecated IDs and/or new, untested technologies.
It pulls together several widely adopted industry specifications to work together in new ways to achieve this goal. Notably SDA combines integrations with Home – Prebid , OpenRTB 2.6 community extensions, Transparency Center and the Data Transparency Standard.
To learn more about SDA please review Tech Lab’s blog post here. Implementation questions can be sent to addressability@iabtechlab.com.
This implementation guide will provide multiple options for the implementer. One approach envisions Seller Definite Audience segments only, where the seller provides an audience classification and where frequency capping, measurement, and attribution are not fully detailed.