About IAB Technology Laboratory The IAB Technology Laboratory (Tech Lab) is a non-profit consortium that engages a member community around the world to develop core technologies and standards that enable growth and confidence in the digital media ecosystem. The IAB Tech Lab consists of digital publishers, advertising technology companies, agencies, distributors and other member companies, and focuses on improving the supply chain for digital advertising, consumer measurements and experiences, while promoting responsible data management. His work includes OpenRTB`s real-time offering protocol, announcements.txt anti-fraud specifications, open-referenceD SDK for visibility and verification, VAST video specification and DigiTrust identity service. Board members include ExtremeReach, Facebook, Google, GroupM, Hearst Digital Media, Index Exchange, Integral Ad Science, LinkedIn, LiveRamp, MediaMath, Microsoft, Oracle Data Cloud, Pandora, PubMatic, Quantcast, Rakuten Marketing, Telaria, The Trade Desk, Verizon Media Group, Xandr and Yahoo! Japan. With the introduction of the framework by the IAB, we have an insight into how some digital advertisers are integrating into a post-CCPA world. In this regard, the IAB provides for a “limited service provider” relationship between publishers/advertisers and downstream digital advertising parties, which would allow these parties to continue to run ads – which would not allow downstream parties to aggregate or use personal customer data or use personal data for their own purposes. It remains to be seen whether this solution will adequately address the concerns of parties in the digital advertising supply chain when comments are made and companies sign their signatures. The Digital Advertising Alliance is also working on compliance tools for the CCAC, and other compliance solutions may have different views on key CCAC provisions. Establishing a new sector framework to support CCAC compliance between publishers and technology companies involved in programmatic transactions requires careful consideration, implementations in a technologically complex and important ecosystem, and balancing different business perspectives and models.
We believe that the framework and agreement achieve this by assuring ad-Tech companies that participating publishers would provide California consumers with explicit notification and the ability to object to the sale of their personal data.