IAB Tech Labs, Google Partner on New First Party Data Solution

IAB Tech Lab
(Image credit: IAB Tech Lab)

In a notable development in the industry-wide effort to address privacy concerns while improving efficacy of marketing efforts in a cookieless ad landscape, IAB Tech Lab has launched IAB Tech Lab PAIR.

The solution is based on Google's PAIR protocol and the IAB Tech Lab Privacy Enhancing Technology Working Group initiatives.

This protocol leverages first-party audience data, allowing advertisers and publishers to maintain full control of their data while achieving personalized and accurate targeting. By using data clean rooms and encryption, PAIR enables privacy-safe data matching, supporting secure programmatic transactions.

For the new solution Google contributed its PAIR protocol to IAB Tech Lab for further development as part of an effort to promote a unified standard for the industry and to enhance the confidence of advertisers and publishers in utilizing their first-party data. 

The PAIR protocol will be overseen by the Privacy and Addressability working group, aligning with OPJA to create a standardized and scalable approach for the industry.

More information on the launch and IAB Tech Lab PAIR is available here.

George Winslow

George Winslow is the senior content producer for TV Tech. He has written about the television, media and technology industries for nearly 30 years for such publications as Broadcasting & Cable, Multichannel News and TV Tech. Over the years, he has edited a number of magazines, including Multichannel News International and World Screen, and moderated panels at such major industry events as NAB and MIP TV. He has published two books and dozens of encyclopedia articles on such subjects as the media, New York City history and economics.