ID Bridging Debate Brings About New Transparency Standards From IAB Tech Lab
Adweek -

The IAB Tech Lab introduced standards earlier this month that aim to make the process of declaring an identifier more transparent—a hot-button issue that has been dividing the adtech community for months. Earlier this year, the buy side called out publishers and their tech partners for using deceptive practices to identify audiences. At the center of these accusations is ID bridging, where a publisher will link a user in a cookieless environment, like Safari or iPhone, to who they are on...

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