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SUMMARY:Addressability System Designs\, Moving from Strategy to Implementation. It’s time to build!
DESCRIPTION:The deprecation of identifiers has been looming over our industry since 2020\, inspiring large-scale innovation and collaboration within IAB Tech Lab working groups to evolve foundational technical standards and data currencies. \nOver the last two years a wide range of alternatives have been proposed. While it is clear that stakeholders will need to work with a portfolio of technical approaches to addressability\, many are still unsure which are real vs. hype\, how technologies would apply to specific business applications\, or what they’d tangibly look like in practice. This forward-looking event will bring practical education and advice to the market by showcasing tangible case studies\, relevant debates about technical designs\, and testing outcomes. Industry stakeholders will leave being able to make more informed\, confident decisions about the technologies they choose to test and ultimately adopt. \n  \nThe video-on-demand is now available for purchase for $59.99 USD for members and $79.99 USD for non-members. If you would like to purchase the VOD\, please click the button below and fill out the secure credit card form and email to events@dev.iabtechlab.com along with your full name and contact information. Please make sure to specify which event you are purchasing in the subject line. \n\n  \nAGENDA  \n\n\n\nTIME (ET)\nSESSION\n\n\n1:00 PM\nIAB Tech Lab Introduction: No Silver Bullets \nDuring these opening remarks\, Tony Katsur\, CEO of IAB Tech Lab\, will frame the day’s sessions and unpack why the “new normal” technical landscape will require a portfolio of complementary approaches to targeting\, measurement\, and attribution.\n\n\n1:20 PM\nReplacing Third Party Data with Seller Defined Cohorts \nThere are a myriad of targeting strategies that claim to replace third-party IDs. For many publishers and marketers there is a dense fog to wade through before they can land upon a mix of strategies that work for them. This is why a common currency is so important\, a currency that is not based on personal data that can act as a common ground for digital advertising to work. In this session Permutive will talk about the work they have been doing with IAB Tach Lab Seller Defined Audiences to enable an end to end solution for advertisers and publishers to have privacy\, transparency and control through Publisher Cohorts.\n\n\n1:55 PM\nThe Evolving Role of SSPs to Facilitate First-Party Data Monetization for Publishers \nAs the industry coalesces around new frameworks and data currencies\, SSPs have an important role to play in driving innovative tools and services to facilitate publisher monetization. During this presentation\, Garrett McGrath\, SVP of Product at Magnite\, will discuss the evolution of SSP models and why they’re well positioned to define the future of first party data activation.\n\n\n2:10 PM\nStandardization of Contextual Targeting and Why it Matters \nEverywhere you look ad tech companies are promoting their new contextual capabilities. While contextual is not a new concept for the industry\, the technology powering contextual and the environments it assesses certainly is. This un-unified approach to what should be “contextual” in today’s world is causing a whole host of confusion and lack of transparency. Join GumGum in a conversation about the need for standardization around contextual technology and how that applies to new digital environments and impacts our industry today.\n\n\n2:25 PM\nHolistic Identity Strategies – Single Graphs vs. Dynamic Frameworks \nThe availability of many competing identity solutions has led to new addressability strategies\, some of which are stand-alone and some interoperable. This session covers a new world of creating connective-tissue across identity namespaces\, which\, when layered together\, can deliver on privacy-safe addressability use cases that advertisers need. We will cover how a holistic identity approach can be leveraged alongside Tech Lab’s new SDA spec\, the potential for these solutions\, as well as offer insight into the role and impact that standards will play in assessing and building the next generation of addressability.\n\n\n2:45 PM\nHow First Party Data Can Help Solve for Omnichannel Measurement \nThe new era of accountability requires that every media dollar spent is addressable and measurable. LiveRamp’s SVP of Addressability and Ecosystem\, Travis Clinger\, will discuss how marketers and publishers can leverage user authenticated ID graphs to future-proof measurement\, and the role technical standards play in driving industry interoperability.\n\n\n3:00 PM\nBrowser Defined Approaches to Addressability: Unpacking Topics API\, FLEDGE\, and the Two Leading Attribution APIs \nBrowser defined approaches to addressability will undoubtedly be part of the consideration set for publishers and advertisers – albeit new\, untested\, and disruptive. During this session\, we’ll unpack the leading browser proposals being debated within industry forums – Topics API\, FLEDGE\, Attribution Reporting API and Interoperable Private Attribution – and review their technical architecture\, intended industry use cases\, and broader impact on practitioners within the supply chain.\n\n\n3:30 PM\nScaling Data Transparency and Quality Standards for the Open Ecosystem \nHistorically\, advertisers have operated in a vacuum of information about the core determinants of audience quality. While transparency standards exist\, they are not universally and widely adopted. During this session\, Lisa Abousaleh\, Co-founder and CCO of Neutronian\, will discuss the importance of data transparency and quality standards for the ecosystem\, methodological approaches that can be deployed to quantify attribute accuracy\, and how we can scale adoption of new standards within the open ecosystem.\n\n\n3:40 PM\nCoffee and Networking Break\n\n\n4:05 PM\nOverview of Privacy Enhancing Technologies for Targeting & Measurement \nPrivacy considerations are significantly changing the advertising ecosystem’s operating mechanisms\, requiring participants to prepare for a future where access to individuals’ data is rare and privileged. Within this context we need to adapt privacy preserving techniques for use cases like targeting and measurement. In this session we will provide a survey of privacy protection techniques including K-anonymity\, Plausible deniability\, Differential Privacy through noise addition\, Vertical and Horizontal federated measurement and discuss how these techniques can be embedded to enable measurement and targeting use cases in a more private and secure online world.\n\n\n4:20 PM\nInteroperable Private Attribution (IPA) – A Proposal for Privacy Focused Measurement \nPrivacy enhancing technologies (PETs) will require the industry to rethink traditional approaches to advertiser measurement\, reporting\, and optimization. During this session\, Meta will walk through their “Interoperable Private Attribution” proposal that aims to enable accurate ad measurement while ensuring user privacy.\n\n\n4:35 PM\nThe Role of On Device Computation / Edge Computing as a Privacy Preserving Tool \nAfter a turbulent year of changes in the privacy landscape\, new tools are needed to restore addressability in a way that meets the newfound expectations of consumers. One key tool\, which is often overlooked\, is edge computing. It offers significant advancements as a champion of privacy preservation from the way data is collected to the way it is shared while having the added benefit of lower operating costs. Chris Watts – CTO of NumberEight – will share the important components of edge computing for mobile advertising and demystify topics such as k-anonymity and differential privacy.\n\n\n4:50 PM\nTrusted Servers: Understanding Their Evolving Role in Open Ecosystem Buying and Selling \nMany believe that privacy preserving advertising functions will require a “Trusted Server” entrusted with the data necessary to enforce privacy guarantees for end users while still permitting publishers to sell ads and advertisers to find their audiences. In this session\, Grant Nelson\, Product Manager\, Privacy at TripleLift will illustrate why a trusted server is desirable and will guarantee end-user privacy protections using approaches like differential privacy and audience-based privacy guarantees. Grant will present a model for using trusted servers to run auctions and manage audiences\, and the importance of technology governance to produce transparent and reliable outcomes.\n\n\n5:05 PM\nAn Approach to Trusted Server Governance \nThere are several popular proposals that rely on the existence of a “Trusted Server” to perform tasks like anonymizing ad requests. While this type of model has a lot of promise\, it suffers from the problem that the server itself must be trusted\, even while sitting outside the realm of the user’s control. During this session\, Robin Berjon\, VP of Data Governance at The New York Times\, outlines a proposal for a governance model that can support such trustworthy utility servers by having them owned and operated by an entity governed in common by different constituencies.\n\n\n5:20 PM\nMaking Sense of Global Privacy Complexity \nGlobal privacy issues are becoming immensely complex. Defensible approaches to addressability must be coupled with supply chain transparency\, privacy signaling\, and accountability mechanisms. In this session we’ll explore the role that emerging standards can play in helping to facilitate reliable privacy signaling and interoperability across jurisdictions. Topics will include:\n– Global privacy challenges (regulatory complexities)\n– Global Privacy Platform\n– Accountability Platform\n\n\n5:50 PM\nIAB Tech Lab Closing Remarks\n\n\n5:55 PM\nNetworking Reception\n\n\n \n \n\n\n\n*Prior to registering\, please review the IAB and IAB Tech Lab Event and COVID-19 Policy and Code of Conduct page.
URL:https://dev.iabtechlab.com/event/04-27-addressability-system-designs/
LOCATION:Convene Times Square\, 151 West 42nd Street (inside 4 Times Square building)\, New York\, NY\, 10036
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SUMMARY:Privacy Enhancing Technologies Evolution Series (PETs)
DESCRIPTION:As the momentum and drive for a privacy first internet deepens and quickens\, it is increasingly important for the digital advertising industry to stay ahead of the curve. Enter Privacy Enhancing Technologies (PETs)\, the future of our industry to enable the functions and processes we rely upon for digital advertising\, with limited dependency on personally identifiable data; and in 2022\, Tech Lab is investing heavily into the development of such technologies as the foundations of a sustainable privacy safe future for our industry. \nThe ‘Privacy Enhancing Technologies Evolution Series’ is a three-part series that aims to bring the industry along in these conversations by providing on-going education on insights into emerging technologies and developments in this space. \nOur first event in March focused on the following topic tracks: \n\nWhat are Privacy Enhancing Technologies?\nWhy are they important for the sustainability of an ad funded internet\nPractical advertising use cases of today and in the future?\n\n  \n\n  \nAGENDA \n\n\n\nTIME (ET)\nSESSION\n\n\n1:00 PM\nIAB Tech Lab Introduction\n\n\n1:05 PM\nKeynote: What are Privacy Enhancing Technologies? \nThis session will cover PETs 101 and answer questions about what they are\, what type of technologies and methods are used for privacy enhancing environments and what are the core principles driving PETs application. The session will explain by way of example advertising use case. \n\n\n1:30 PM\nQ&A\n\n\n1:35 PM\nPETs: A Sustainable Privacy-Centric Future \nAs the digital marketing industry pivots toward a cookieless\, privacy-first future\, businesses are looking for safe\, compliant\, and trustworthy solutions. As a result\, the industry is turning their focus to privacy-enhancing technologies (PETs) to support all disciplines within the digital advertising\, while ensuring consumer privacy choices are respected. Ethan Sailers\, OneTrust Solutions Engineering Manager\, will shed light on the importance of PETs in the worlds of advertising & privacy program management. \n\n\n1:40 PM\nPET Applications in other Industries \nPETs are new to advertising technology but they have been used in other industries and applications like health care\, financial services and government- the 2020 Census uses PETs when sharing the data.\n\n\n2:00 PM\nFireside chat: How to evaluate PETS- key considerations and criteria to determine application of PETs to use cases \nPETs are a new class of technologies encompassing cryptography for security and differential privacy that scrambles the data and adds levels of noise. It is necessary to understand where and how PETS should be applied. This session will cover criteria to evaluate and determine if PETS is the right technology for a particular use case.\n\n\n2:20 PM\nQ&A\n\n\n2:25 PM\nPanel: Practical Advertising Use Cases of Today and in the Future \nWhat are the advertising use cases where PETs can readily be applied? This set of expert speakers will explore different use cases and identify low hanging fruits for application of PETs. It will also explore how PETs are deployed\, what are the different components needed for a particular use case and touch upon on device vs. server side\, differential privacy\, secure multi party compute and implications on outcomes for different use cases.\n\n\n2:55 PM\nQ&A\n\n\n3:00 PM\nPanel: Are Clean Rooms Privacy Enhancing Technology? \nClean rooms are areas where data can be matched and compared for various personalized ads initiatives.  Whether a company wants to use that matched data to gain insight into how their consumers interact with products or services of another company\, or build a more comprehensive consumer profile\, clean rooms often provide that solution.  Often times\, clean rooms have built in privacy controls such as data masking\, tokenization or hashing and policy-enforced data deletion of source data. Some key questions emerge: Are clean rooms PETS?  Or are clean rooms adopters of PETs? Can there be privacy invasive clean rooms?  Or are clean rooms privacy protective by default?  The panel will discuss these central privacy themes around clean rooms and PETs.\n\n\n3:30 PM\nQ&A\n\n\n3:35 PM\nClosing Comments\n\n\n \n \n\n\n \n \n\n\n\n  \nAdditional events in this series will be: \n\nSeptember 13th: Education on Different PETs (in-person & virtual component TBD)\nDecember 8th: Tech Lab PETs working Group Deliverables and Updates (in-person & virtual component TBD)\n\nWe are still accepting speaker and sponsorship applications for the September and December events. If you’d like to be involved\, please reach out to: events@dev.iabtechlab.com
URL:https://dev.iabtechlab.com/event/03-24-privacy-enhancing-technologies-evolution-series-pets/
LOCATION:Webinar
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