Privacy-Enhancing Technologies

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What Are Privacy-Enhancing Technologies?  

Privacy-Enhancing Technologies are designed to enable data sharing and analysis without exposing sensitive personal information. By leveraging methods like encryption, anonymization, and privacy-preserving computations, PETs reduce privacy risks, minimize data collection, and empower users to retain control over their personal information.  

Benefits and Use Cases  

PETs offer a range of benefits, including:  

  •    Compliance with Privacy Regulations: PETs help businesses meet stringent privacy standards and avoid contravening laws.  
  •    Reduced Data Exposure: By minimizing the amount of personal data collected and shared, PETs enhance security.  
  •    Empowered Users: Individuals maintain control over their data, fostering trust in digital interactions.  

These technologies are particularly relevant in scenarios where sensitive data is processed across multiple entities. For example, advertisers can securely query shared data without revealing individual identities, a process enabled by Secure Multi-Party Computation (SMPC). 

Deployment Across the Ad Tech Ecosystem  

PETs are tailored to various stages of the data lifecycle. Common deployment methods include:  

  •    On-Device Analytics and Learning: Privacy is preserved by processing data directly on users’ devices.  
  •    Secure Multi-Party Computation: Data from multiple sources is analyzed collectively without exposing individual records.  
  •    Differential Privacy: Aggregate data insights are shared while masking individual contributions.  

 

IAB Canada and IAB Tech Lab are at the forefront of advancing PET adoption. Initiatives like the Privacy Taxonomy Project and ID-Less Solutions Guidance are shaping the industry’s ability to adapt to a privacy-first future. Additionally, tools like the Transparency and Consent Framework (TCF) and Consent Management Platforms (CMPs) ensure transparency and compliance across digital ecosystems.  

As PETs gain traction, the adoption of these technologies will become essential for advertisers and tech providers striving to balance privacy with performance. IAB Canada encourages stakeholders to participate in collaborative efforts. Join the IAB Tech Lab PET working group or register as a TCF vendor. 

 

The infographic below provides an overview of PET, highlighting its benefits and use cases.

Download this infographic here.