IAB Tech Lab, the global digital advertising technical standards-setting body, has introduced the Attribution Data Matching Protocol (ADMaP) for public comment. Developed by experts in privacy, measurement, and data clean rooms, ADMaP aims to enable advertisers and publishers to securely share and measure conversion data without compromising user privacy. The protocol is built using Privacy Enhancing Technologies (PETs) such as Private Set Intersection (PSI) and Trusted Execution Environments (TEEs).

1. The Need for ADMaP:

   • With the decline of traditional identifiers, the advertising industry faces challenges in measuring campaign performance accurately.
   • Signal loss limits advertisers' ability to attribute conversions, affecting publishers' revenues.
   • ADMaP provides a privacy-first solution to overcome these challenges by enabling secure data collaboration.

2. Key Features of ADMaP:

   • Privacy Enhancing Technologies (PETs): Utilizes PSI and TEEs to ensure secure, encrypted data sharing without revealing user-specific details.
   • Privacy-Centric Workflow: Includes identity mapping, attribution computation, and report generation, maintaining data integrity and privacy.
   • Secure Data Handling: Advertisers and publishers can share conversion and exposure data safely, while protecting user privacy.

3. Industry Impact:

   • ADMaP addresses the urgent need for privacy-compliant attribution and measurement in the digital advertising ecosystem.
   • Collaboration with Data Clean Rooms: Cryptographically guaranteed privacy features ensure secure data processing, helping advertisers and publishers maintain data control.

4. Expert Insights on ADMaP:

   • Anthony Katsur, CEO of IAB Tech Lab, emphasizes that ADMaP is more than just compliance—it's about building trust and setting new data-sharing standards for the industry.
   • Edik Mitelman, General Manager at AppsFlyer, highlights ADMaP as a bold step toward solving privacy challenges, aligning privacy-first innovation with digital advertising needs.

The launch of ADMaP by IAB Tech Lab represents a crucial advancement in privacy-forward data collaboration for advertisers and publishers. By leveraging PETs and secure cryptographic technologies, ADMaP ensures that the digital advertising ecosystem can measure attribution accurately while safeguarding user privacy. This protocol sets the stage for a more secure and transparent future in digital advertising.