From User ID to RTB, 2021 is a critical year for progress

This time last year we saw two big announcements in the world of digital advertising. 谷歌设置了第三方cookie的时钟, starting the race to find alternative User ID solutions that will deliver for both advertisers and audiences. Meanwhile, on a more local basis, we at IAB UK revealed our 六点行动计划 in response to the 图标s ‘Update report into ad tech and real-time bidding’. 在这, we committed to working with our members to engage the industry and ensure that all real-time bidding players understand how to meet their GDPR and ePrivacy in practice. 

对于我们行业中的许多人来说, these two areas looked set to dominate 2020 and - aside from the impact and upheaval caused by the COVID-19 pandemic - they largely did. 到目前为止发生了什么? 2021年我们可以期待什么? 

让我们首先关注User ID. The past year has been a process of exploration and education in this area. While the deprecation of third-party cookies is undoubtedly a huge challenge for the digital ad industry to navigate, it’s also a massive opportunity to redraw the ecosystem around user experience and build a better ad-funded web for all parties - consumers, 广告商和出版商. 

作为一个行业, we first needed to look beyond technical practicalities and root our objectives in the bigger picture of what the ad-funded web should - and needs to - be. 在IAB英国，我们建立了 核心原则 that we believe any viable User ID solution must meet in order to bring about meaningful change. These principles are rooted in transparency, user control and improving the consumer experience. 

We have since been feeding into and facilitating our members’ involvement in global working groups - IAB Tech Lab’s Project Rearc and Google’s Privacy Sandbox - to explore and build on alternative User ID solutions with cross-industry, 国际支持. 

现在, 离饼干的最后期限还有一年, expect to see a step-change in the messaging and outputs from both of these groups. 简单地说, it is the time for action - a message that was loud and clear from both Google and IAB Tech Lab at a webinar we recently held. It’s now for the industry to lean into the change that’s coming, get involved in trials of possible long-term solutions and engage with the IAB about how we can best support businesses during this transition. 你可以找到更多关于如何参与的信息 在这里.  

随着 quest to find suitable ID alternatives has accelerated, the industry’s work to deliver on our response to the 图标’s RTB concerns has remained crucial. Despite the 图标’s decision to pause further investigation into ad tech and RTB back in May, 由于COVID-19带来的资源压力, delivering on the actions we had already laid out was, ,仍, 必要的. 到目前为止，我们已经与IAB成员合作生产 关于cookie和同意的实用指导, 特殊类别数据 最近， 数据保护影响评估. We are currently continuing to explore how to help companies identify and mitigate risks relating to 特殊类别数据 in practice, will be releasing guidance on legitimate interests assessments shortly, and are looking at how we can support members further with 培训 or workshops based on our guidance.

从2021年开始, it’s critical that companies involved in real-time bidding are engaging with these resources and ensuring that they are meeting their obligations under GDPR and ePrivacy legislation to avoid repercussions. While this has been our ongoing message throughout the past year, 现在采取行动的紧迫性增加了. 随着 图标将注意力转向了广告技术领域在美国，预计中国的做法会有一个阶段性的改变. 如果你还没有, we urge you to review your processes and make any necessary changes to your practices as soon as possible. 

他们之间, User ID and RTB are among the most important and defining areas of work for our industry and 2021 is a critical year for further progress. 通过决心采取行动, get involved with cross-industry initiatives and lean into change, we can jointly create a better ad tech ecosystem and, 这样做的时候, take a big step towards building a sustainable future for digital advertising.