IAB Australia Data & Privacy Summit 2024

Key takeouts from our Privacy session include:

• Following the Attorney-General’s Department’s Privacy Act Review Report in February last year, and the Government’s response in September, the Attorney-General announced that we will see draft legislation to overhaul the Privacy Act in August.
• Industry is calling on the Government to engage in consultations with industry, in-line with the commitment provided in its September response, to ensure that the proposals can be implemented in a way that is feasible and that ensures that privacy safeguards are appropriately balanced with potential consequences and regulatory burden for the industry.
• As it stands, the industry still has a number of concerns in relation to the definitions of PI and targeting, and the proposals on trading, the fair and reasonable requirement and the direct right of action.
• IAB will be looking to ensure the remaining concerns are addressed over the coming months so that the reforms are feasible, to strengthen the privacy regulatory framework, and so that our industry can continue to fund critical content and services online.

Key takeouts from our update from Jonas Jaanimagi: 

Consent Signals - a review of approaches for Europe's GDPR and California's CCPAFor further reading: https://iabaustralia.com.au/consent-signals-an-explainer/

A review of the 3 approaches post third-party cookie deprecation, including handy links to related explainers:

• ID-Enabled Responsible Addressability
• Contextual & Seller Defined Audiences
• On-Device Facilitated Personas

ID-Enabled Responsible Addressability (linked data)

Activation, targeting and measurement managed via robust and persistent ID solutions to enable identifying consensual users across multiple devices and platforms. This allows advertisers to track users' behaviour and preferences over time and deliver relevant targeted advertising. Importantly these persistent IDs are built from consented, anonymised and encrypted PII data (such as an email address) and will adhere to any forthcoming regulatory changes if implemented and managed competently.
Data Collaboration Platforms Explainer
First Party Data Handbook
ID Explainer Guide & Matrix of Providers (updated version to be published soon)
IAB Tech Lab Identity Solutions Guidance

Contextual & Seller Defined Audiences (unlinked data)
The traditional approach of using contextual targeting to target consumers based upon the content they have been consuming rather than cookie information stored on their browser, remains 100% future-proof. Additionally, IAB’s Seller Defined Audiences (SDA) are a way for sellers to enable audience buying for buyers though advertising based on groups of users, without revealing individual user identities.
Contextual Targeting Handbook
Seller-Defined Audiences Explainer

On-Device Facilitated Personas (unlinked data)
These are the range of ever-evolving APIs from the major tech players that are striving to enable the mechanics of digital marketing in a privacy-preserving manner by leveraging the capabilities of browsers and mobile devices as secure environments for consumers, and facilitators of cohort-based marketing solutions. Many of these proposals are in beta or endlessly evolving and each are slightly ad-hoc. Rather than having DSPs creating targeting attributes collection of data via identifiers (such as 3rd party cookies) user data will instead remain on-device and be anonymised, aggregated and synced to ad tech via APIs. Examples are Microsoft’s Ad Selection API for Edge, Apple's SKAdNetwork and Private Click Measurement for iOS & Google’s various Privacy Sandbox APIs such as Topics, Protected Audience and Attribution Reporting.
ATT Insights & Recommendations
Chrome’s Third-Party Cookie Phaseout
Microsoft’s Ad Selection API