Today, IAB launched the updated IAB Diligence Platform, a third-party privacy compliance solution available for digital advertisers, agencies, adtech firms and publishers.
The platform initially rolled out in January to start the strategy of vetting adtech vendors, in collaboration with the IAB’s Privacy Implementation and Accountability Task Force (PIAT) and privacy lawyers.
This platform, powered by Safeguard Privacy, can now be utilized by advertisers and partners across the adtech ecosystem to be certain that campaigns are compliant with privacy laws in 19 states, with more regulations surely on the best way.
Why we care. The IAB points to a big shift in liability that got here with the California Privacy Protection Act (CPPA). That law features a regulation stating that the diligence an entity performed regarding the privacy practices of their digital promoting partners helps determine liability within the case. In order to administer this risk, all areas of the digital promoting supply chain have to be diligent in regards to the privacy practices of their partners. And that’s where an answer for all these parties is available in.
“State privacy laws now emphasize accountability, requiring businesses to make sure partners handle personal information lawfully, with mandatory audit provisions in contracts,” said Michael Hahn, EVP, general counsel, IAB and IAB Tech Lab, in a release. “Additionally, regulations highlight the importance of due diligence in determining liability, making third-party risk management extremely necessary.”
Dig deeper: Ad industry steps up to fulfill signal loss and privacy challenges: IAB
Diligence features. The IAB Diligence Platform includes advanced ways to survey partners and canopy privacy regulations comprehensively. According to the IAB, these features include:
- Advertising industry-specific questions. IAB-developed privacy-related questions that tie to digital promoting data flows and business use cases, ensuring thorough third-party due diligence.
- Efficiency and scalability. Until now, ensuring vendor compliance has been a manual, complex, and time-consuming process. Platform users can now complete relevant questionnaires once and share them with current and prospective deal partners, streamlining the diligence process and reducing repetitive tasks.
- Comprehensive compliance. The platform has been updated to handle current state privacy laws, the Protecting Americans’ Data from Foreign Adversaries Act, and industry compliance initiatives just like the Multi-State Privacy Agreement (MSPA).
Adtech and brand participation. Throughout the strategy of creating this solution, the IAB Diligence Platform has gained support from key stakeholders and adtech firms, including Hershey, Raptive and Adform.
“The IAB Diligence Platform helps us manage privacy regulations and ensure our promoting partners meet high data protection standards,” said Vinny Rinaldi, head of media, U.S. CMG & Salty for Hershey. “We’re desirous to use this platform to boost our compliance efforts and uphold our commitment to consumer privacy.”
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