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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:3/24 - Addressability Solutions Roadshow
DESCRIPTION:  \n\n  \nThe IAB Tech Lab Addressability Solutions Roadshow kicks off Wednesday\, March 24 from 2:00 PM to 4:30 PM ET. We will take a deep dive into the portfolio of solutions that are currently available for public comment and meant to be finalized and adopted during 2021. Attendees will learn about the importance of technical mechanisms to demonstrate system-level accountability to consumer preferences; and how to navigate the loss of identifiers with privacy and data protection-first addressability solutions. \nWe will focus on: \n\nSustainable approaches to addressability and the role of the Accountability and Global Privacy Platforms\nThe technical details of this portfolio initiative in support of our engagement with the Partnership for Responsible Addressable Media (PRAM)\nHow you (as a product / engineering leader or other stakeholder) can provide feedback\nPlans to integrate these standards/solutions across your products\n\nIt’s time to lean into major industry changes and to learn how to prepare your company for the new normal! \n  \n 
URL:https://dev.iabtechlab.com/event/3-24-addressability-solutions-roadshow/
LOCATION:Webinar
CATEGORIES:webinar
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