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IAB Tech Lab Unveils 2023 Priorities and Roadmap
Liz Unamo| 17 de enero de 2023
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IAB Tech Lab, the global digital advertising technical standard-setting body, unveiled its key priorities and roadmap for 2023. The product roadmap encompasses all five pillars of the Tech Lab’s work: consumer privacy, addressability and privacy enhancing technologies (PETs), advanced TV, ad supply chain, and cross-media measurement – and outlines the establishment of: Scalable, efficient, and consistent management of cross-jurisdictional privacy regulations and compliancePost cookie and privacy-first addressability for audience activation and measurementUniversal addressability, reconciliation, and interoperability for TV advertising across streaming AVOD/FAST services, addressable linear and traditional linear TVSecure, flexible, and green programmatic supply chain for all digital advertising mediaCross-media, cross-channel, cross-environment consistent viewability verification and campaign measurement.”We are heading into a transformative year for the digital advertising sector where interoperability, transparency, and scalability will be imperative,” said Anthony Katsur, CEO of IAB Tech Lab. “Tech Lab has a critical responsibility to ensure that the industry works together to tackle these issues head-on. These priorities ensure that buyers and sellers can effectively work together to reach consumers efficiently, placing privacy and sustainability at the forefront.” Katsur continued, “We’re calling on industry professionals and experts to lean into specific initiatives and contribute to the industry standards being developed to push the entire ecosystem forward.”
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