IAB Tech Lab releases protocol for private sharing of conversion data
IAB Tech Lab is inviting your feedback on ADMaP, a new protocol for sharing exposure and conversion data while securing privacy.
Meet ADMaP. That’s the Attribution Data Matching Protocol just released by IAB Tech Lab for public comment. The protocol is aimed at enabling advertisers and publishers to share and measure conversion data without exposing user-specific information.
The protocol adopts Privacy Enhancing Technologies (PETs) like Private Set Intersection (PSI) and Trusted Execution Environments (TEEs). In short, PSI is a technique for learning about where datasets intersect but learning nothing else about the data, while TEEs are an alternative to data clean rooms, promoting multi-party collaboration.
Why now? The protocol is launched in an environment where traditional identifiers and traditional attribution techniques are increasingly stressed.
“ADMaP is a game-changer, enabling advertisers and publishers to collaborate safely and accurately determine measurement and attribution, while fully protecting their audience’s privacy. This isn’t just about compliance — it’s about building trust,” said Anthony Katsur, CEO, IAB Tech Lab , in a release.
What it does. ADMaP uses identity mapping and attribution computation with secure, encrypted, private data handling, to bring exposure data and conversion data together. It’s an attempt to secure measurement for digital advertising in an increasingly uncertain future.
Industry feedback is welcome; deadline November 14, 2024. For more information, go here.
Why we care. Attribution was a growing problem in this world of multichannel marketing — and that was before third-party cookies were crumbled. Data clean rooms are essentially an enterprise-level offering where publishers and advertisers can safely share user data in a kind of high-tech Switzerland. IAB Tech Lab seems to be reaching beyond that to develop this protocol involving some advanced PETs.
Let’s see if it achieves high adoption.
The post IAB Tech Lab releases protocol for private sharing of conversion data appeared first on MarTech.
About the author
Kim Davis is currently editor at large at MarTech. Born in London, but a New Yorker for almost three decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Shortly thereafter he joined Third Door Media as Editorial Director at MarTech.
Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.
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