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IAB Tech Lab Buys DigiTrust

April 24 2018

In the US, the IAB Technology Lab has acquired the assets of non-profit industry consortium DigiTrust, which offers a neutral identifier for its members to use in lieu of hundreds of proprietary tracking mechanisms placed on web pages. Terms were not disclosed.

Jordan MitchellIn addition to continuing to support the DigiTrust ID service, Tech Lab says it expects to integrate DigiTrust technology and operations where applicable across its broad set of technical standards, software and services for the digital advertising and marketing ecosystem. DigiTrust's technology and services can also provide additional infrastructure for the GDPR Transparency and Consent Framework, an initiative led by IAB Europe, IAB Tech Lab and their members.

As part of the deal, DigiTrust founder and CEO Jordan Mitchell (pictured) will continue to lead its adoption, in the role of SVP, Membership and Operations, IAB Tech Lab. Co-founder and CTO Sam Tingleff becomes Tech Lab's VP of Engineering (CTO), while DigiTrust's Product Management Consultant Anissa Connor will continue her work supporting global member deployments and GDPR solutions from London.

Dennis Buchheim, Tech Lab SVP and General Manager comments: 'Audience recognition is central to ad relevance and effectiveness, privacy and consent, measurement, attribution, anti-fraud efforts, brand safety, and more. DigiTrust's service provides a neutral ID that is useful on its own and also serves as a baseline for related commercial offerings. Our vision is to bring together Tech Lab's expertise and technical standards portfolio with DigiTrust's footprint, storage mechanism, and real-time services, to help move the industry forward in audience recognition, privacy controls, and more'.

Web sites: www.iabtechlab.com and www.digitru.st .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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