• by Karlene Lukovitz , February 7, 2022

IAB Tech Lab has formed a working group to develop privacy-enhancing standards and software tools to help the digital advertising industry address the need for alternatives to third-party cookies and adapt to new privacy regulations in the U.S. and other countries. 

The Privacy Enhancing Technologies (PETs) Working Group is inviting developers working on advanced cryptography, data scientists, privacy and security systems engineers and others to participate. 

The lab notes that PETs are used in the insurance and financial industries to maximize data security and minimize use of personal data, and says that integrating shared technology in the digital advertising industry will “instill confidence in upholding user privacy, preserving the security of first-party data and fostering safe data management.” 

“In 2020, we launched Project Rearc as a global call to action to ‘re-architect’ digital marketing, and since then, we’ve been developing a portfolio of solutions to support addressability and the sustainability of an ad-funded internet,” stated Shailley Singh, senior vice president, product, IAB Tech Lab. 

The new PET will enable “inherently private and data-secure” addressability solutions for the industry as new approaches are required by new phases, she added.