The Tech Lab Transparency Center has been launched to help media professionals side-step non-compliant advertising partnerships, amid the groundswell of new digital privacy laws sweeping across the globe.
The rules surrounding data collection are evolving rapidly, with 65 per cent of the world’s population set to have their personal data covered under new more stringent privacy regulations by 2023 – up from 10 per cent in 2020.
Companies that breach these regulations face significant fines and penalties.
The global digital advertising technical standards-setting body, IAB Tech Lab, which launched the Center says it will enable digital advertising participants — buyers, sellers, and ad tech companies — to see which standards media partners have implemented, their level of compliance and certification program results.
IAB Tech Lab CEO, Anthony Katsur says the new initiative will help ensure a safe, privacy-centric ad experience for consumers.
“Ultimately we aim to have buyers and sellers leverage the Transparency Center to ensure that they are working with responsible partners that utilise standards to combat fraud and enable privacy-compliant ad targeting in a cookie-less ecosystem,” says Katsur.
MoPub, a Twitter company, providing monetisation solutions for mobile app publishers and developers is an enthusiastic supporter of the initiative.
“Until now, it was nearly impossible to find comprehensive information about a seller or the companies they work with,” says Tara Ibach, Lead Technical Solutions Consultant, MoPub.
“We believe the IAB Tech Lab Transparency Center will provide publishers with even more confidence in their partners and increase their ability to grow with confidence.”
A major change impacting organisations’ interactions with online users is Google’s plans to phase out third-party cookies by mid-late 2023, meaning companies will need to focus on collecting first party data directly from users – and with their consent.
With the impending changes to third-party cookies and other identifiers, IAB Tech Lab says it’s been working with stakeholders across the digital supply chain to re-think and re-architect digital marketing to support core industry use cases, while balancing consumer privacy and personalisation.
IAB Tech Lab has been orchestrating a collaborative process to educate member and non-member stakeholders, and to facilitate global input into the development of new technical standards and guidelines driving “privacy by default” addressable advertising and measurement.
Chief Digital Officer of IAB UK, Tim Elkington says the movement is critical to creating a more mutually-supportive, transparent, sustainable global digital ecosystem.
“To improve transparency within our industry, we need a global and coordinated effort that complements how advertisers work – across different markets and continents,” he says.