Tech Lab Releases 'Identity Solutions Guidance' For Public Comment

As a time when the ad industry searches for alternatives to various digital consumer identity trackers, the IAB Tech Lab this morning released an "Identity Solutions Guidance" document for public comment.

Industry executives have until November 4 to make a comment before the lab moves to ratify it as a digital ad industry technical standard.

“As the industry grapples with the imminent deprecation of cookies and reduced availability of mobile identifiers, this guidance will equip industry stakeholders with the knowledge required to comprehend and evaluate various identity solutions, products, vendors, and their underlying technologies," IAB Tech Lab Executive Vice President of Product & COO Shailley Singh explains in a statement released with the draft document.

To review and comment on the proposed guidance, visit



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