Today, IAB launched the updated IAB Diligence Platform, a third-party privacy compliance solution available for digital advertisers, agencies, adtech companies and publishers.
The platform initially rolled out in January to begin the process 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 used by advertisers and partners across the adtech ecosystem to make sure campaigns are compliant with privacy laws in 19 states, with more regulations surely on the way.
Why we care. The IAB points to a significant shift in liability that came with the California Privacy Protection Act (CPPA). That law includes a regulation stating that the diligence an entity performed concerning the privacy practices of their digital advertising partners helps determine liability in the case. In order to manage this risk, all areas of the digital advertising supply chain must be diligent about the privacy practices of their partners. And that’s where a solution for all these parties comes in.
“State privacy laws now emphasize accountability, requiring businesses to ensure 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 important.”
Dig deeper: Ad industry steps up to meet signal loss and privacy challenges: IAB
Diligence features. The IAB Diligence Platform includes advanced ways to survey partners and cover privacy regulations comprehensively. According to the IAB, these features include:
- Advertising industry-specific questions. IAB-developed privacy-related questions that tie to digital advertising 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 address current state privacy laws, the Protecting Americans’ Data from Foreign Adversaries Act, and industry compliance initiatives like the Multi-State Privacy Agreement (MSPA).
Adtech and brand participation. Throughout the process of creating this solution, the IAB Diligence Platform has gained support from key stakeholders and adtech companies, including Hershey, Raptive and Adform.
“The IAB Diligence Platform helps us manage privacy regulations and ensure our advertising partners meet high data protection standards,” said Vinny Rinaldi, head of media, U.S. CMG & Salty for Hershey. “We’re eager to use this platform to enhance our compliance efforts and uphold our commitment to consumer privacy.”
