In December 2024, Seller Defined Audiences was renamed Curated Audiences to better align with industry needs and trends as outlined in this blog post.
Curated Audiences (formerly Seller Defined Audiences or 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 Curated Audiences 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.