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The IAB Tech Lab is asking everyone to get on the same page when it comes to deleting consumer data.<\/p>\n
Last week, the trade group, which creates technical standards for the advertising industry, announced that it was seeking public comment on a framework that could be used to process consumer requests to delete their data. The work on a framework is borne out of lots of potential use cases, with the IAB noting consumers\u2019 \u201cRight to Delete\u201d in some state-level privacy legislation and the General Data Protection Regulation (GDPR).<\/p>\n
\u201cThere\u2019s not really an elegant framework to honor data deletion throughout the whole ad supply chain,\u201d Anthony Katsur, the CEO of the IAB Tech Lab, told Marketing Brew. And the scope is admittedly pretty big\u2014beyond just data brokers, data can also be shared through bid requests or through pixels embedded in ad creative.<\/p>\n
The IAB is seeking input from industry stakeholders like SSPs, DSPs, exchanges and publishers, Katsur said.<\/p>\n
The IAB Tech Lab\u2019s public comment period will remain open until December 2.<\/p>\n
The proposed framework is available to read on GitHub, for the nerds.<\/p>\n
Delete my number: <\/strong>The work on a framework comes amid an uptick in privacy legislation worldwide that has complicated the world of data collection and tracking and provided consumers with data deletion rights. The GDPR, which went into effect in 2018, gives citizens the \u201cright to be forgotten,\u201d and US states that have passed privacy legislation\u2014including Oregon, Texas, Montana, and Tennessee\u2014have included similar provisions. And despite recent failed attempts to pass a federal privacy law, President Biden recently called on Congress to pass a data privacy bill in his executive order about artificial intelligence.<\/p>\nIf implemented as intended, the Tech Lab\u2019s data deletion framework could be applied globally from Connecticut to Croatia.<\/p>\n
\u201cIf the framework is properly deployed, and the protocol is honored, it wouldn\u2019t matter what jurisdiction you\u2019re in,\u201d Katsur said. \u201cIf someone issues a delete request, it should propagate that through the ecosystem.\u201d<\/p>\n
The framework may see further modifications and updates as new privacy legislation goes into effect, Katsur told us. As it stands, for example, the framework doesn\u2019t yet cover California\u2019s recently passed Delete Act, which, when it goes into effect in 2026, will require that data brokers delete \u201call personal information\u201d related to a consumer every 45 days if they ask.<\/p>\n<\/div>\n
Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Get marketing news you’ll actually want to read Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides. The IAB Tech Lab is asking everyone to get on the same page when it comes to deleting consumer data. […]<\/p>\n","protected":false},"author":1,"featured_media":13219,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-20319","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
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