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data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-53e8d25 sticky-parent" data-id="53e8d25" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <section class="elementor-section elementor-inner-section elementor-element elementor-element-66a0bf8 sticky-column elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="66a0bf8" data-element_type="section"> <div class="elementor-container elementor-column-gap-no"> <div class="elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-38c4941" data-id="38c4941" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-7b799e4 elementor-widget elementor-widget-shortcode" data-id="7b799e4" data-element_type="widget" data-widget_type="shortcode.default"> <div class="elementor-widget-container"> <div class="elementor-shortcode"><div id="ez-toc-container" class="ez-toc-v2_0_68_1 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction"> <div class="ez-toc-title-container"> <span class="ez-toc-title-toggle"></span></div> <nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class="ez-toc-link ez-toc-heading-1" href="#" data-href="#About_Project_Rearc" title="About Project Rearc">About Project Rearc</a></li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class="ez-toc-link ez-toc-heading-2" href="#" data-href="#The_Work" title="The Work">The Work</a></li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class="ez-toc-link ez-toc-heading-3" href="#" data-href="#Portfolio_Approach" title="Portfolio Approach">Portfolio Approach</a></li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class="ez-toc-link ez-toc-heading-4" href="#" data-href="#Overview_of_Project_Rearc_Solutions" title="Overview of Project Rearc Solutions">Overview of Project Rearc Solutions</a></li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class="ez-toc-link ez-toc-heading-5" href="#" data-href="#Getting_Involved" title="Getting Involved">Getting Involved</a></li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class="ez-toc-link ez-toc-heading-6" href="#" data-href="#On_Demand" title="On Demand">On Demand</a></li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class="ez-toc-link ez-toc-heading-7" href="#" data-href="#Related_News" title="Related News">Related News</a></li></ul></nav></div> </div> </div> </div> </div> </div> </div> </section> </div> </div> <div class="elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-8bfc059" data-id="8bfc059" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-5570394 elementor-widget elementor-widget-heading" data-id="5570394" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <style>/*! elementor - v3.23.0 - 25-07-2024 */ .elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}</style><h1 class="elementor-heading-title elementor-size-default">Project Rearc</h1> </div> </div> <div class="elementor-element elementor-element-f5e3025 elementor-widget elementor-widget-heading" data-id="f5e3025" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default"><span class="ez-toc-section" id="About_Project_Rearc"></span>About Project Rearc<span class="ez-toc-section-end"></span></h2> </div> </div> <div class="elementor-element elementor-element-99c19a7 elementor-widget elementor-widget-text-editor" data-id="99c19a7" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <style>/*! elementor - v3.23.0 - 25-07-2024 */ .elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}</style> <p>Project Rearc was launched in 2020 in response to the deprecation (or limitation) of third-party cookies and other identifiers, being disrupted by consumer privacy approaches taken by browsers, operating systems, and new privacy regulations across the globe.</p><p>This taskforce is a global call-to-action for stakeholders across the digital supply chain to come together to ‘re-architect’ digital advertising to build systems and standards that preserve addressability with consumer privacy and security at the heart of everything that we do.</p><p>This taskforce brings together over 800 business, policy and technology specialists from across the world, from 487 companies, who represent various components of the digital supply chain.</p> </div> </div> <section class="elementor-section elementor-inner-section elementor-element elementor-element-cbecb94 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="cbecb94" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-c1443d2" data-id="c1443d2" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-c439a59 elementor-widget elementor-widget-heading" data-id="c439a59" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default"><span class="ez-toc-section" id="The_Work"></span>The Work<span class="ez-toc-section-end"></span></h2> </div> </div> <div class="elementor-element elementor-element-1728b02 elementor-widget elementor-widget-text-editor" data-id="1728b02" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>When Project Rearc first came together, the group ran a comprehensive study to document all the business use cases of identifiers from key stakeholders across the industry and across the digital supply chain. In March 2021 the taskforce released a portfolio of standards for responsible addressability and ‘predictable privacy’.</p><p>We continue to work and evolve the standards within this portfolio; and in February 2022 Project Rearc announced a new workstream focused on developing Privacy Enhancing Technology (PETs) standards and tools.</p><div> </div> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-inner-section elementor-element elementor-element-14d2e98 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="14d2e98" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-01d46e0" data-id="01d46e0" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-9a25611 elementor-widget elementor-widget-heading" data-id="9a25611" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default"><span class="ez-toc-section" id="Portfolio_Approach"></span>Portfolio Approach<span class="ez-toc-section-end"></span></h2> </div> </div> <div class="elementor-element elementor-element-4e9e45a elementor-widget elementor-widget-text-editor" data-id="4e9e45a" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>The reality of a ‘privacy-by-default’ internet is that the level of audience addressability will vary across different parts of the internet. The levels of addressability can be categorized into three buckets, based on whether an advertiser’s audience data can be linked to a publisher’s audience data; and if so by whom.</p><ul><li><strong>Bucket 1: Unlinked First-Party Audiences</strong></li></ul><p>This describes environments where there is no ability to link the publishers audience to the advertisers audience, regardless of the buying method.</p><p>Project Rearc support or solutions in this area: Seller Defined Audiences (SDA)</p><ul><li><strong>Bucket 2: Browser or Operating System- Linked Audiences</strong></li></ul><p>This describes environments where the browser or operating system does the audience linking.</p><p>Project Rearc support or solutions in this area: SKAdNetworks List, PETs workstream</p><ul><li><strong>Bucket 3: 1:1 Linked Audiences</strong></li></ul><p>This describes environments where publisher and advertiser audiences can be linked using some token of identity resolution and data management platforms.</p><p>Project Rearc support or solutions in this area: User ID 2.0, User-Enabled ID Tokens: Best Practices</p><p>The Global Privacy Platform, Accountability Platform and PETs Initiative additional initiatives from Project Rearc that will support across all three buckets.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-inner-section elementor-element elementor-element-1c5c139 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="1c5c139" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-609c706" data-id="609c706" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-3a30228 elementor-widget elementor-widget-heading" data-id="3a30228" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default"><span class="ez-toc-section" id="Overview_of_Project_Rearc_Solutions"></span>Overview of Project Rearc Solutions<span class="ez-toc-section-end"></span></h2> </div> </div> <div class="elementor-element elementor-element-8bec27a elementor-widget elementor-widget-text-editor" data-id="8bec27a" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <ul><li style="font-weight: 400;" aria-level="2"><b>Accountability Platform</b><span style="font-weight: 400;"><br /></span><span style="font-weight: 400;">A system designed to ensure that supply chain participants can consistently show they are adhering to and respecting consumer preferences. </span><a href="https://iabtechlab.com/standards/accountability-platform/"><span style="font-weight: 400;">Read more</span></a><span style="font-weight: 400;">. </span></li><li style="font-weight: 400;" aria-level="2"><b>Global Privacy Platform (GPP)</b><span style="font-weight: 400;"><br /></span><span style="font-weight: 400;">A unified global architecture to manage consumer privacy preferences according to local level regulations. </span><a href="https://iabtechlab.com/gpp/"><span style="font-weight: 400;">Read more.</span></a></li><li style="font-weight: 400;" aria-level="2"><b>PETs Initiative</b><span style="font-weight: 400;"><br /></span><span style="font-weight: 400;">PETs are sophisticated technologies currently employed by enterprises within the insurance and financial industries and they are used to maximize data security while minimizing the use of personal data. This workstream explores the integration of such technology within the advertising industry to preserve the security of first-party data. </span><a href="https://iabtechlab.com/pets"><span style="font-weight: 400;">Read more</span></a><span style="font-weight: 400;">.</span></li><li style="font-weight: 400;" aria-level="2"><b>Seller Defined Audiences (SDA)</b><span style="font-weight: 400;"><br /></span><span style="font-weight: 400;">Enables publishers, DMPs and data providers to scale their first-party data responsibly and reliably without data leakage or reliance on technologies that are being disrupted. </span><a href="https://iabtechlab.com/sda"><span style="font-weight: 400;">Read more.</span></a><span style="font-weight: 400;"> </span></li><li style="font-weight: 400;" aria-level="2"><b>SKAd Network Lists</b><span style="font-weight: 400;"><br /></span><span style="font-weight: 400;">Created to support companies adopting Apple’s SKAdNetwork measurement solution. The SKAdNetwork List is a tool designed to help manage and maintain SKAdNetwork IDs. </span><a href="https://iabtechlab.com/software/skadnetwork-id-list/"><span style="font-weight: 400;">Read more.</span></a></li><li style="font-weight: 400;" aria-level="2"><b>User-Enabled ID Tokens: Best Practices</b><span style="font-weight: 400;"><br /></span><span style="font-weight: 400;">Guidelines for the encryption and use of user-enabled IDs—notably email addresses or phone numbers—in scenarios when online publishers or marketers offer personalized content or services tied to a user-provided email or phone number. </span><a href="https://iabtechlab.com/wp-content/uploads/2021/03/IABTechLab_Best_Practices_for_User-enabled_Identity_Tokens_2021-03.pdf"><span style="font-weight: 400;">Read more.</span></a></li></ul> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-inner-section elementor-element elementor-element-c56246e elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="c56246e" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-02e8029" data-id="02e8029" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-60e7d54 elementor-widget elementor-widget-heading" data-id="60e7d54" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default"><span class="ez-toc-section" id="Getting_Involved"></span>Getting Involved<span class="ez-toc-section-end"></span></h2> </div> </div> <div class="elementor-element elementor-element-4677984 elementor-widget elementor-widget-text-editor" data-id="4677984" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p id="block-5e83e9ed-2ae1-4a28-b7fe-9c90b87b3aa8">The whole industry is invited to participate in Project Rearc.</p><p id="block-2783f94f-a793-4df9-a34a-c5165e8e10bf">The removal of third-party cookies and identifiers will have a profound impact on all digital advertising stakeholders, and we encourage you to participate in laying the foundations for tomorrow’s solutions for data collection, data processing, ad targeting, measurement, and optimization; driven by the need to enhance consumer transparency and industry accountability.</p><p id="block-a439aa87-c453-49d7-91ef-8de2aeadb2b5">Let’s <a href="https://www.iab.com/blog/project-rearc-an-industry-collaboration-to-rearchitect-digital-marketing/" target="_blank" rel="noreferrer noopener">re-architect the digital marketing industry</a> together! Find out how to get involved <a href="https://iabtechlab.com/project-rearc-get-involved" target="_blank" rel="noreferrer noopener">HERE</a>.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-inner-section elementor-element elementor-element-a4e3d3f elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="a4e3d3f" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-2aa2159" data-id="2aa2159" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-abf5ec4 elementor-widget elementor-widget-heading" data-id="abf5ec4" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default"><span class="ez-toc-section" id="On_Demand"></span>On Demand<span class="ez-toc-section-end"></span></h2> </div> </div> <div class="elementor-element elementor-element-7a104ff elementor-widget elementor-widget-text-editor" data-id="7a104ff" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <ul><li><a style="font-size: 14px;" href="https://vimeo.com/405588414" target="_blank" rel="noreferrer noopener">Project Rearc Webinar: Cookies and Tracking – Why Are They Going Away, and What Do We Do Now?</a> (March 2020 VOD & Presentation)</li><li><a style="font-size: 14px;" href="https://player.vimeo.com/video/442504076" target="_blank" rel="noreferrer noopener">Project Rearc Webinar: How the Removal of Identifiers Impacts Brands & Agencies</a> (July 2020 VOD & Presentation)</li><li><a style="font-size: 14px;" href="https://player.vimeo.com/video/465816080" target="_blank" rel="noreferrer noopener">Project Rearc Webinar: How the Removal of Identifiers Impacts Publishers</a> (October 2020 VOD & Presentation)</li><li style="list-style-type: none;"> </li></ul> </div> </div> </div> </div> </div> </section> </div> </div> <div class="elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-62efcd6" data-id="62efcd6" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <section class="elementor-section elementor-inner-section elementor-element elementor-element-5158f12 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="5158f12" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-9dc3473" data-id="9dc3473" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-4822e90 elementor-widget elementor-widget-heading" data-id="4822e90" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default"><span class="ez-toc-section" id="Related_News"></span>Related News<span class="ez-toc-section-end"></span></h2> </div> </div> <div class="elementor-element elementor-element-fb2421c elementor-widget elementor-widget-shortcode" data-id="fb2421c" data-element_type="widget" data-widget_type="shortcode.default"> <div class="elementor-widget-container"> <div class="elementor-shortcode"><div class="sidebar"> <ul><li style="margin-bottom:5px;"><a href="https://iabtechlab.com/iab-tech-lab-accelerates-privacy-taxonomy-project-with-fides-language-product-donation/">IAB Tech Lab Accelerates Privacy Taxonomy Project with Fides Language Product Donation</a></li></ul> </div> <style> .sidebar ul li { line-height: 1.3em; 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