A Data Clean Room Interoperability Protocol for Attribution Measurement
IAB TechLab is proud to announce the first release of the Attribution Data Mapping Protocol (ADMaP), a next generation standard which utilizes advanced cryptographic techniques to enable measurement with privacy guarantees.
ADMaP is designed to enable measurement of attributions without relying on browser third party cookies or mobile identifiers. All without leaking personal information to third parties, including the data clean room itself.
ADMaP is the counter-part of PAIR which was recently donated to the IAB Tech Lab by Google. While PAIR is used for secure audience activation, ADMaP is used for secure attribution measurement. It is important to continue to educate the industry on the power of providing cryptographic guarantees, not just contractual. Cryptographic guarantees are secured by physics and nature itself, while contracts rely on explicit trust and processes of vendors.
How ADMaP Works
ADMaP works by using a common key between advertisers and publishers. However, the advertisers and publishers encrypt those keys before sharing it with parties outside of their corporate network. The encrypted keys then can be used to generate an optional cross-walk table using a mapping service implemented with either a secure multi-party computation technique known as Private Set Intersection or a Trusted Execution Environment (TEE.) The mapping service can integrate with ID resolution services to augment keys to improve match rates.
The matching keys are then fed into the attribution system which runs on top of a TEE. This guarantees that input keys are not leaked and that output attribution reports have noise added and aggregated. Additionally, using a TEE guarantees the correctness and fairness of the attribution algorithms.
ADMaP vs Proprietary Browser and Mobile Systems
Certain browsers and mobile devices implement proprietary attribution systems such as Google’s Privacy Sandbox and the proposed W3C Privacy-Preserving Attribution (PPA.) The key difference between AdMaP and these systems is that the attribution and mapping services can integrate more advanced server-side fraud detection systems, integrate with ID resolution services, and can more quickly be updated to include new and custom attribution models.
What’s Next?
Tech Lab believes that interoperability standards are necessary for these advanced cryptographic techniques to be usable across vendors, publishers, and advertisers.
Join Tech Lab’s Addressability & PETs Working Group, which is the steward of both PAIR and ADMaP. In order to help ensure that upcoming browser standards (such as PPA) fulfill the complex needs of advertisers and publishers, Tech Lab has spun up the Private Ad Systems Task Force.
Resources for Data Clean Room measurement and matching
You can find the first stable version of the ADMaP protocol here.
You can find the first stable version of the open PAIR protocol here.
Tech Lab has also put together a set of use-case requirements for proprietary ad systems (such as PPA) here.
Miguel Morales
Director, Addressability & PETs
IAB Tech Lab