IAB Tech Lab introduces the Attribution Data Matching Protocol (ADMaP), a secure solution for advertisers and publishers to share and measure conversion data without compromising user privacy. Developed by leading experts in privacy, measurement, and data clean rooms, this new protocol utilizes advanced Privacy Enhancing Technologies (PETs), such as Private Set Intersection (PSI) and Trusted Execution Environments (TEEs), that protects user-specific information.
“With the decline of traditional identifiers, the digital advertising industry faces significant challenges in accurately measuring campaign performance, impacting both advertisers and publishers,” said Anthony Katsur, CEO of IAB Tech Lab. “ADMaP addresses this issue by enabling secure collaboration between advertisers and publishers, allowing for precise measurement and attribution while fully safeguarding user privacy. This solution not only ensures compliance with privacy regulations but also sets a new standard for responsible data-sharing practices within our industry.”
The ADMaP protocol consists of three core steps: identity mapping, attribution computation, and report generation. These processes leverage secure multiparty computation cryptography and TEEs, facilitating the exchange of exposure data from publishers and conversion data from advertisers without the risk of exposing user-specific information. Moreover, the protocol empowers data clean rooms to offer cryptographically assured features, maintaining the privacy and integrity of client data throughout the process.
“The development of ADMaP is a significant step towards aligning privacy protection with the need for reliable measurement in our ecosystem. As we move into a more privacy-conscious future, it is essential that the industry adopts solutions like ADMaP to build trust and drive sustainable growth,” said Sonia Carreno, President of IAB Canada.
The public comment period for ADMaP is open through November 14, 2024. IAB Tech Lab encourages stakeholders to review the protocol and provide feedback. For further details and to participate, please visit iabtechlab.com/admap.