IAB Tech Lab has introduced ADMaP (Attribution Data Matching Protocol) for public comment and review. ADMaP is the culmination of a development process involving privacy, advertising measurement, and data clean-room experts that enables advertisers and publishers to securely share and measure ad conversion data without compromising user-specific personal data. The protocol utilises Privacy Enhancing Technologies (PETs) like Private Set Intersection (PSI) and Trusted Execution Environments (TEEs) to ensure privacy and data security.
Anthony Katsur, CEO of IAB Tech Lab, highlighted the necessity for new privacy-focused solutions due to the shift away from traditional identifiers for attribution, which impacts advertisers' ability to measure campaigns accurately and affects publishers' revenues. ADMaP aims to enable safe collaboration between advertisers and publishers, ensuring accurate measurement and attribution while safeguarding audience privacy.
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