The landscape of digital advertising attribution measurement is rapidly evolving. With the diminishing availability of third-party cookies and increasing restrictions from browsers and operating systems, advertisers face significant challenges in measuring attribution. These limitations drive a growing dependence on user-provided and consented personal information, such as email addresses, raising concerns about privacy and security.
To address this challenge, the IAB Tech Lab introduces the Attribution Data Matching Protocol (ADMaP). ADMaP is a privacy-centric protocol designed to safeguard personal data while delivering reliable attribution measurement through Data Clean Rooms (DCRs). By leveraging Privacy Enhancing Technologies (PETs), ADMaP enables secure matching of user data between advertisers and publishers without exposing personally identifiable information (PII).
Key Features of ADMaP Protocol v1.0:
• Use of authenticated and deterministic first-party data for attribution, ensuring necessary consent is obtained.
• Interoperability between DCR providers, allowing for a standardized workflow that supports private attribution computations.
• Flexibility to deploy proprietary attribution algorithms within a standardized framework.
• Focus on protecting user privacy through advanced security measures.
This specification is crucial for engineers and product managers working with first-party data and attribution solutions. It provides detailed guidance on structuring and formatting inputs for mapping and attribution operations, protecting user privacy, and implementing secure, reliable attribution mechanisms.
While C Wire does not measure attribution, we do believe that in order to take full advantage of the available reach, measurement is crucial to accurately measure outcomes from campaigns running through our technology. Therefore, we highly encourage any initiative capable of improving measurement on cookieless environments.
The ADMaP protocol is open for public comment until November 14, 2024. If you have a technical background, feel free to review the document and share feedback to support@iabtechlab.com.
Link to ADMaP: https://iabtechlab.com/admap/
For further context, refer to the “Data Clean Rooms Guidance and Recommended Practices” document, which provides foundational knowledge of DCRs.
