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Industry Collaboration Results in First IAB Identity Solutions Guide

IAB Tech Lab’s Rearc Addressability Working Group announced the release of the first-ever Identity Solutions Guidance document, with Lotame recognized as a significant contributor. This comprehensive guide is a significant milestone in the programmatic advertising ecosystem, addressing the evolving challenges of consumer identification amid regulatory changes and actions taken by major platforms, operating systems, and web browsers. The document is available for public comment until Nov. 3, 2023. 

Eli Heath, Lotame’s Head of Identity, played a critical role in helping shape this document, which aims to unravel the complexities of emerging identity solutions in a transforming digital advertising landscape. 

“We are delighted to have been part of this collaborative endeavor, contributing our insights to empower stakeholders in understanding and navigating the evolving realm of identity solutions,” Heath emphasized. 

The Identity Solutions Guidance document focuses on the vital role of identity solutions in the programmatic ecosystem, providing guidance on:

  • Different types of ID solutions and their differentiation
  • Attributes of these ID solutions
  • A high-level view of how ID solutions function
  • A suggested framework for choosing and evaluating ID solutions

As the industry grapples with the diminishing availability of traditional consumer identifiers like third-party cookies and mobile ad identifiers, the document offers valuable insights into the landscape of ID solutions and can aid in informed decision-making.

The IAB Tech Lab invites the industry to actively engage during the 30-day public comment period and contribute to refining this crucial resource. Download and review the proposed guidance here.