IAB Tech Lab Releases Protocol for Non-public Sharing of Conversion Knowledge
Meet ADMaP. This is the Attribution Data Matching Protocol that was just released by the IAB Tech Lab for public comment. The protocol aims to allow advertisers and publishers to share and measure conversion data without exposing user-specific information.
The protocol adopts Privacy Enhancing Technologies (PET) such as Private Set Intersection (PSI) and Trusted Execution Environments (TEE). In short, PSI is a technique for knowing where data sets intersect without learning anything else about the data, while TEEs are an alternative to data cleanrooms, promoting multi-party collaboration.
Why now? The protocol is launching in an environment where traditional identifiers and traditional attribution techniques are increasingly emphasized.
“ADMaP is a game changer, enabling advertisers and publishers to securely collaborate and accurately determine measurement and attribution, while fully protecting their audience’s privacy. It’s not just about compliance, it’s also about building trust,” Anthony Katsur, CEO of IAB Tech Lab, said in a statement.
What it does. ADMaP uses identity mapping and attribution calculation with secure, encrypted and private data processing, to bring together exposure data and conversion data. This is an attempt to securely measure digital advertising in an increasingly uncertain future.
Industry comments are welcome; deadline November 14, 2024. For more information, go here.
Dig Deeper: Why Marketers Should Care About Consumer Privacy
Why we care. Attribution was a growing problem in this world of multichannel marketing – and that was before third-party cookies fell apart. Data cleanrooms are essentially an enterprise-level offering where publishers and advertisers can securely share user data in a sort of high-tech Switzerland. The IAB Tech Lab appears to be going beyond that to develop this protocol involving some advanced PET.
Let’s see if it achieves a high adoption rate.
