The advertising industry is coming together to uphold regular digital practices in the face of major regulatory, web browser and mobile operating system changes just as government officials call for an investigation of ad-tech companies. The initiative, called the Partnership for Responsible Addressable Media, will develop new standards to advance and protect foundational digital ad practices, which include targeting and measurement, while also working to safeguard consumer privacy.

The Partnership is coming together amid the impending phase-out of third-party cookies, Apple’s changes to mobile identifiers and enforcement of digital privacy regulations like Europe’s GDPR and the California Consumer Privacy Act. All of those actions threaten to severely impact advertisers’ ability to target people on the internet.

The group will be led by Bill Tucker, group evp of the Association of National Advertisers (ANA). Dennis Buchheim, president of IAB Tech Lab, will oversee the Partnership’s technical standards efforts, and Stu Ingis, chairman of law firm Venable LLP, will lead the legal and policy working group.

The Partnership is split into four working groups: business practices; technical standards; privacy, policy and legal considerations; and communications and education.
The companies involved in the Partnership are:

  • 4A’s, ANA, IAB, IAB Tech Lab, Network Advertising Initiative, World Federation of Advertisers
  • Ford, General Motors, IBM, Procter & Gamble, Unilever
  • Universal McCann, Publicis Media
  • Adobe, MediaMath, The Trade Desk
  • NBCUniversal

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