Interactive Advertising Bureau (IAB) has taken a bold step to ensure the AdTech industry remains ahead of the curve. IAB announced the launch of its updated IAB Diligence Platform, a powerful tool designed to help advertisers, agencies, and publishers navigate the complex landscape of privacy compliance across the United States.
Why the Update Matters
As privacy regulations tighten across the country, staying compliant has become more than just a legal responsibility. The California Privacy Protection Act (CPPA) has set a precedent by holding companies accountable for the privacy practices of their digital advertising partners. Conducting thorough research and investigation is not just advised, it’s necessary.
Michael Hahn, Executive Vice President and General Counsel at IAB and IAB Tech Lab, emphasized the importance of this update: “State privacy laws now emphasize accountability, requiring businesses to ensure partners handle personal information lawfully, with mandatory audit provisions in contracts. Additionally, regulations highlight the importance of due diligence in determining liability, making third-party risk management extremely important.”
Key Features
The updated IAB Diligence Platform is designed to simplify the process and ensure privacy compliance across the digital advertising supply chain. Here are some of the key features:
- Industry-Specific Privacy Questions: The platform includes questions customized specifically to digital advertising, addressing the unique data flows for businesses. It ensures that due diligence is thorough and relevant.
- Efficiency and Scalability: The time-consuming, manual process is now streamlined. The platform allows users to complete privacy questionnaires once and share them with multiple partners, reducing redundancy and saving time.
- Comprehensive Compliance Coverage: The platform has been updated to address current state privacy laws, as well as industry compliance initiatives like the Multi-State Privacy Agreement (MSPA). It even covers the Protecting Americans’ Data from Foreign Adversaries Act.
Industry Adoption and Impact
The updated platform has already garnered support from major players in the ad tech industry. Brands like Hershey, Raptive, and Adform expressed their commitment to using the platform to enhance their compliance efforts. Vinny Rinaldi, Head of Media, U.S. CMG & Salty for Hershey, shared his enthusiasm: “The IAB Diligence Platform helps us manage privacy regulations and ensure our advertising partners meet high data protection standards. We’re eager to use this platform to enhance compliance efforts and uphold our commitment to consumer privacy.”
What’s Next?
Tools like the IAB Diligence Platform will become essential for staying compliant and managing risk. For a brand, publisher, or AdTech company, this platform provides the resources to protect your business and maintain consumer trust.
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