The Addressability & Privacy Enhancing Technologies (PETs) initiative focuses on a portfolio approach to addressability in the ever-shifting landscape of digital advertising and the continued intersection of privacy and technology. It encompasses addressability throughout the changes to advertising identifiers and seeks to introduce privacy enhancing technologies into common advertising use cases.

The standards, guidelines and tools produced by the working groups in this initiative will focus on the future of digital advertising. This workstream will evaluate platform specific updates and provide education on new technologies.