IAB Tech Lab, the global digital advertising technical standards-setting body, announced today the release of its “ID-Less Solutions Guidance” document, now open for public comment until December 19, 2024. This resource is designed to help advertisers and publishers adapt to the growing limitations of traditional identifiers, such as third-party cookies and device-based IDs, by providing clear frameworks and actionable insights.
“We’re entering a new phase where the rules of addressability have fundamentally changed,” said Shailley Singh, Executive Vice President, Product, and COO at IAB Tech Lab. “This guidance provides the clarity and tools needed to make thoughtful, effective decisions in environments where an ID is not available.”
Developed by the Addressability and Privacy Enhancing Technologies (PETs) working group, the document tackles widespread confusion surrounding ID-less solutions. It offers clear distinctions between traditional and ID-less approaches, outlines key use cases, and provides a roadmap for stakeholders to evaluate emerging technologies.
The “ID-Less Solutions Guidance” represents IAB Tech Lab’s commitment to advancing practical, privacy-conscious solutions for the digital advertising ecosystem. Stakeholders are invited to review the “ID-Less Solutions Guidance” and provide feedback during the public comment period, open until December 19, 2024.
You can read the whole press release here.
Miguel Morales
Director, Addressability & PETs
IAB Tech Lab