IAB Tech Lab, the global digital advertising technical standards-setting body, has announced the launch of Accountability Platform, a technical audit framework designed to help businesses deliver greater transparency in using personal data for addressability.
As per a communique, companies that pass and receive data to support personalized advertising can leverage the Accountability Platform to audit that their business partners are honouring consumer-provided consent signals throughout the supply chain. This includes brands and publishers, supply-side and buy-side technology companies, identity resolution technology providers, other third-party data providers, processors, and data collaboration solutions (aka clean rooms).
Said Anthony Katsur, CEO, IAB Tech Lab: “Compliance without assessment is a promise unfulfilled. The goal of the Accountability Platform is not only for companies to be able to say they are adhering to the privacy choices of consumers but to be able to prove it through a normalized set of compliance data usable for self-assessment, and third-party assessment. Without consistent and widely accepted accountability measures in place concerning the disclosure of consumer privacy preferences in digital advertising, there is a risk that organizations may only fulfil their obligations superficially, leaving room for non-compliance or unethical practices.”