IAB Tech Lab

Save the date for #IABTechLab's #IWantMyCTV which will be back in NYC on November 12!

#IABTechLab is excited to bring our #InternationalSummit back to London on November 5th!

Check out #IABTechLab’s latest Agentic Advertising Management Protocols (AAMP) explainer video outlining our approach to Agentic Advertising and reviewing the 3 pillars of the AAMP framework – Foundations, Protocols, and Trust and Transparency: https://okt.to/tdScO6

And that's a wrap on Signal Shift Europe, our first event in mainland Europe. Thank you to our sponsors LiveRamp Roqad | Zeotap Data and SafeGuard Privacy Up next from Tech Lab events is our marquee Summit on May 28 in NYC - Welcome to the Agentic Web. And we'll be back on this side of the Atlantic on Nov 5 for International Summit in London! Check out https://okt.to/uv4HRs #SignalShiftEurope #standards #agentic #summit

Jill Wittkopp and Achim Schlosser end the day with the *most* requested session of the day: Publisher Monetization in the world of AI aka the CoMP initiative. The impact in the EU has been a little slower to occur than in the US, and it also depends on how the Publisher House is structured. But it is still a massive change. CoMP is an important first step, but it will take a village, including organizations like the IETF, the W3C and there a lot of questions still needing to be answered. #SignalShiftEurope #CoMP #AI #Publishers

Most privacy regulations include the right to delete. Not just in Europe. The Data Deletion Request Framework (endorsed by the ICO in the UK) supports this. Rowena Lam explains what the DDRF is today, and IAB Europe's Ninon Vagner outlines explains the GDPR articles (17 and 19) which directly relate to DDRF. They are putting together a group to address how to implement DDRF to meet specific GDPR compliance requirements, such as verification of the request, determining the parties you need to communicate with, execution and record keeping. DDRF v2, expected later in Q2 will have support for many of these needs, so stay tuned. #SignalShiftEurope #gdpr #ddrf #standards

ID5.io and Pilot discuss Identity and Addressability. The Identity market is highly fragmented across the supply chain. It has to be more than just a browser cookie. But the addressability approach you take really needs to depend on the goals of the campaign you are running. That's how you are able to determine if the scale or net reach is worth the cost. #SignalShiftEurope #identity #addressability #standards

The EU Omnibus bill that will be debated this year may have a big impact on the digital ad market in Europe. But whatever the outcome is of the debate, one thing is clear. As a participant you will need to show that everything is in place to process the data that you process. You will have to be able to show you have different data pipelines for different purposes and show that they are treated differently - especially if you receive conflicting signals. One of the new concerns will be increasing concerns from publishers about the trackers that come from the creatives that are served. In a shameless plug, we should not that Trusted Server can help with this, so check it out! But above all, you will need to know to whom you sent data and with whom you shared data. It may require a rethinking out underlying databases work, so that they can respond to regulatory requirements. #SignalShiftEurope #privacy #omnibus #gdpr

Jill Wittkopp (one of those people who never wanted to see the word cosine again) takes the stage to explain how we are adding support for Agentic Audiences into OpenRTB and Prebid. Stay tuned to iabtechlab.com for a blog post going into all the details later this week. #SignalShiftEurope #openrtb #prebid #agenticadvertising

LiveRamp believes standardizing data collaboration is an essential component of testing Agentic transactions, due to the number of different agents that will be out there during the test-and-learn phase we are currently in. Both the buy and the sell side have a lot of data that they can use to identify target customers. But they need to maintain privacy. This is where Agentic Audiences comes into play, enabling buyers and sellers to exchange vector embeddings that identify target audiences while being privacy-first. (And sorry, this does mean that learning the word "cosine" in calculus at school actually mattered! Thanks Matthew Hogg for the reminder) Get involved by joining the Agentic Audiences Task Force and volunteer to test transactions. #SignalShiftEurope #agenticadvertising #agentic #agenticaudiences