Sixteen ad tech companies and agencies pledge support to IAB’s Project Rearc

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 15, 2020, 5:21 PM UTC

But, tech giants like Apple and Google are yet to join the discussions.

IAB intends Project Rearc to serve as a coalition to develop a set of agreed-upon principles that would eventually solidify into tech standards. The organisation believes the standards can be the basis of developing privacy-preserving solutions that do not rely on cookies or mobile ad IDs. 

So far, companies and agencies including GroupM, Oracle Data Could, The Trade Desk and Xandr, have pledged support for the project. IAB plans to circulate a draft by the middle of Q4 this year so that standards can come into practice in 2021 first quarter.

IAB Tech Lab’s Jordan Mitchell agreed big companies like Google, Facebook and Apple need to be involved. He further added, “… it just takes some time before they can show support for an open standard.”

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