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.
Addressability and PETs Standards
| Tech Lab Specification | Description | Most Recent Release | Release Version | Working Group Responsible |
|---|---|---|---|---|
| Open Private Join and Activation (OPJA) | No longer actively developed. Replaced by PAIR | Deprecated | v1.0 | Addressability and Privacy Enhancing Technologies (PETs) Working Group |
| PAIR (Publisher Advertiser Identity Reconciliation) | This protocol will replace the Open Private Join and Activation (OPJA) specification, as both specifications solve the same problem. Going forward PAIR will be the designated standard for secure data matching of advertiser and publisher first party data within data clean rooms and programmatic activation. | Sept 2024. Public Comment | v1.0 | Addressability and PETs Working Group |
| Seller Defined Audiences (SDA) | 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. | Feb 2022 | v1.0 | Addressability and Privacy Enhancing Technologies (PETs) Working Group |
| ID Solutions Guidance | As the use of ID solutions grows, the industry must understand what they are, how they are integrated into the workflows and what is their utility, so this guidance aims to provide that. | May 2024 | v1.0 | Addressability and Privacy Enhancing Technologies (PETs) Working Group |
| ID-Less Solutions | ID-Less Solutions Guidance provides a comprehensive review on how ID Solutions and ID-Less Solutions compare, and advises on what and and is not ID-Less | Nov 2024 | v1.0 | Addressability and Privacy Enhancing Technologies (PETs) Working Group |
| Privacy Sandbox Fit Analysis | Task for dedicated to outlining the Advertising requirements for Privacy Sandbox and other Proprietary Ad Systems built by Platforms and OS Providers. Most recent output is the Privacy Sandbox Fit Analysis. | June 2024 | v1.0 | Privacy Sandbox Task Force |
| Differential Privacy Guide | IAB Tech Lab developed an informational guide on Differential Privacy for decision makers, analysts and product developers working with advertisers, publishers and ad tech providers to demystify the technology, scope and application of Differential Privacy. | July 2023 | v1.0 | Addressability and Privacy Enhancing Technologies (PETs) Working Group |
| Data Clean Rooms Guidance | Providing guidance for Data Clean Room usage. Formerly encompassed OPJA which was replaced by the PAIR standard in Q4 2024. | July 2024 | v1.0 | Addressability and Privacy Enhancing Technologies (PETs) Working Group |
| System Requirements for Proprietary Ad Systems | The Digital Advertising Industry Requirements for Proprietary Ad Systems built by Platforms and OS Providers grew out of the next stage of the Privacy Sandbox Requirements that were on the roadmap of the Privacy Sandbox Task Force. | Oct 2024 | v1.0 | Private Ad Systems Task Force |
| ADMaP (Attribution Data Matching Protocol) | Built by privacy, measurement, and data clean room experts, ADMaP enables advertisers and publishers to securely share and measure conversion data without revealing user-specific details. The protocol leverages Privacy Enhancing Technologies (PETs) like Private Set Intersection (PSI) and Trusted Execution Environments (TEEs) to ensure privacy and data security. | Oct 2024 Public Comment | v1.0 | Rearc Addressability and Privacy Enhancing Technologies Working Group |
Addressability and PETs Working Groups
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