It has been some 3 years since the last ID guidance so the IAB Australia Data Council felt compelled to provide an update on the key related latest standards and best practices. Our intent is for both buyers and sellers to have more confidence in making decisions related to how to approach leveraging these solutions.
When our members are locally trying to navigate the various options available using hashed emails, device IDs, or probabilistic identifiers we wanted to provide an update to the original v1 guidance to continue to help simplify these processes through all of the relentless changes we are seeing.
There have been some specific updates from IAB Tech Lab regarding ID solutions guidance, the consolidation of the PAIR & OPJA protocols and key OpenRTB updates to enable improved transparency on identifier sourcing and application within the bidstream.
Why is this updated document important to me?
Buyers (Agency & Brands)
Guidance on reviewing future proofed privacy-safe solutions.
Best practices in activating authenticated first party data.
Latest standards for interoperability between data clean rooms.
Sellers
Responsibly grow revenues whilst improving user experiences & privacy.
Privacy-safe guidance on first party matching & monetisation.
Mitigate any risks related to Data leakage.
Vendors
Mitigate risks related to ongoing signal loss through the latest standards.
Evolve audience targeting for both your sell side and buy side clients.
Privacy-safe guidance on first party matching, activation & execution.
We also expect OPJM standards to be released by IAB Tech Lab for measurement and attribution sometime in late Q4 2024. As the industry continues to shift towards privacy-safe solutions, IAB Tech Lab remains the key global source for addressability standards that help advertisers and publishers adapt and thrive.
IAB Australia will continue to work hard to keep local industry and our members fully updated on these types of critical technical updates through blog articles, handbooks, explainers and our in-person events.