This week, IAB Tech Lab announced two key developments in the race towards cookie independence which has already kicked off this year. The first is Index Exchange’s contribution of the Privacy Sandbox Demo Tool which will help the industry better understand Google’s new Protected Audience API and the second is Ethyca’s donation of the Fides Language Product which will help standardize taxonomy used in the supply chain with regards to privacy requirements.
In a move to foster industry-wide collaboration, Index Exchange has donated an advanced Privacy Sandbox Demo tool to the IAB Tech Lab’s Privacy Sandbox Taskforce providing an open-source platform for stakeholders to explore and comprehend the functionalities of Google’s Privacy Sandbox Protected Audience APIs.
The donation comes at a crucial time as Google begins phasing out 3rd Party Cookie access to the world’s most popular web browser – Google Chrome. With this comes the introduction of Privacy Sandbox Protected Audience APIs that may radically shift programmatic auctions by fundamentally altering functionalities integral to current practices. The industry has only begun testing it, and the extent of the practical implications remains unknown.
“This latest development from the IAB Tech Lab is an enormous step forward for the industry and will allow for rapid development of cross-jurisdictional work to be completed”
Sonia Carreno, President, IAB Canada
“To understand the complexities of Protected Audience APIs, we engineered a Privacy Sandbox prototype, where all industry players can effectively test and better understand the nuances of the new dynamics. The live demo provides logging and visualizations, offering a comprehensive overview with the flexibility for further testing,” said Mike McNeeley, Senior Vice President of Product at Index Exchange. “We’re excited to donate this demo to the industry to accelerate collaboration and education as we collectively navigate the complexities of the evolving addressability landscape.”
Index Exchange’s donation of this demonstration tool allows the industry to accelerate the collective understanding of Protected Audience APIs and their implications within the industry, and the ability to provide more comprehensive feedback.
Another critical donation comes from Ethyca’s Fides Language (Fideslang) further evidence that the industry is pulling together in the ongoing efforts to enhance privacy practices. “Standardized taxonomy within the supply chain is the only way to guarantee streamlined adoption and the ability to develop frameworks and accountability tools to comply with evolving privacy requirements,” said Sonia Carreno, President, IAB Canada “This latest development from the IAB Tech Lab is an enormous step forward for the industry and will allow for rapid development of cross-jurisdictional work to be completed” she said.
“Tech Lab aims to set a new standard for how privacy information is conveyed across the industry”
Anthony Katsur, CEO, IAB Tech Lab
“Unlike other IAB Tech Lab taxonomies that may address different audience facets of digital advertising, the privacy taxonomy is uniquely tailored to the evolving landscape of data protection. By incorporating Fideslang, Tech Lab aims to set a new standard for how privacy information is conveyed across the industry,” said Anthony Katsur, CEO of IAB Tech Lab.
The IAB Tech Lab plans to integrate Fides into the Privacy Implementation & Accountability Task Force’s Privacy Taxonomy Project, which aims to create a common taxonomy that enables businesses to not only effectively manage their data and privacy compliance practices, but also create a common language for communicating between partners around privacy. Fideslang aligns seamlessly with this objective, promising to elevate the overall effectiveness of the taxonomy for the industry. The Privacy Taxonomy Project will build on top of Fides Language to advance privacy, governance, and accountability for the digital advertising industry.
“Fideslang provides an easy-to-read-and-write definition language for privacy, which facilitates clearer communication around data privacy governance,” said Ethyca CEO & Founder, Cillian Kieran. “We feel there is a direct alignment with the Privacy Taxonomy initiative from Tech Lab and hope to accelerate the standardization of a privacy taxonomy with this donation.”
For more information about this donation, please visit – IAB Tech Lab Accelerates Privacy Taxonomy Project with Fides Language Product Donation – IAB Tech Lab.
If you are interested in joining IAB Tech Lab to work on these taskforces and are an IAB Canada member, please contact us at membership@iabcanada.com for information on how to get involved.