IAB Tech Lab – a reluctant peacekeeper in the privacy wars

Tasked with overseeing the ad industry’s response to mounting privacy requirements, the IAB Tech Lab must referee competing interests. January 14, 2022 As 2022 gets underway, the IAB Tech Lab is steering the digital advertising industry through some choppy waters. And its two biggest challenges today — devising a technical workaround for the decline of third-party cookies and gauging consumer consent for behavioral tracking — are thornier than any it’s faced before. Read more below. - Tasked with overseeing the ad industry's response to mounting privacy requirements, the IAB Tech Lab [must referee competing interests](. - A Hearst employee returned to the office, but [just a few weeks later COVID was in the building]( too. - As the future promises less tracking and a more crowded digital marketplace, advertisers [look to fire on all cylinders]( and meet customers where they are. Other things to know about - The Greater Good Awards winners have been announced. Audible, Vidmob, and Artsy are among the list of organizations who made the biggest impact in the past year. [See the full list.]( - Following a year of promising results from CTV advertising, [marketers are taking note of the channel’s unique capabilities for 2022](. Sponsored by MNTN. - [Download this new guide to learn]( how marketers are fine-tuning and configuring campaigns to better match the nuances and audience opportunities of iOS versus Android. Sponsored by AdColony. Top Stories [Privacy]( [IAB Tech Lab – a reluctant peacekeeper in the privacy wars]( Tasked with overseeing the ad industry’s response to mounting privacy requirements, the IAB Tech Lab must referee competing interests. howdy! [The Confessions]( [‘There were seven cases on various floors that week’: Confessions of a media employee who returned to the office]( A Hearst employee returned to the office, but just a few weeks later COVID was in the building too. [Sponsored by MNTN]( [A year of change for CTV brought transformation to brand and performance marketers]( Marketers now realize that CTV isn’t simply a brand awareness channel — it’s matured and earned a place in every marketer’s media plan. Advertisement howdy! [Strategizing for the Future]( ['There's only so much low-hanging fruit': Why advertisers are ramping up more full-funnel marketing strategies]( As the future promises less tracking and a more crowded digital marketplace, advertisers look to fire on all cylinders and meet customers where they are. [Sponsored by Wiland]( [Survey: How are you advancing digital media targeting?]( Marketing teams, we want to know: What technologies and tools are you using to evolve your targeting strategy? Take this survey for a $5 Amazon gift card. howdy! [Business of TV]( [Gimbal / TrueX to reveal the reason they merged: a new targeting tool for CTV]( The new tool aims to deliver insight across the entire purchase funnel by blending TrueX’s attention-focused, targeted-ad product for video publishers with Gimbal’s location-data-driven programmatic offering. Advertisement [Sponsored by Adobe]( [Webinar: Advancing data collection strategies]( Join this virtual event on January 27 at 1 p.m. ET for a deep dive into how teams can improve their data collection and management practices. howdy! [Announcement]( [Audible, Artsy and VidMob are Digiday Greater Good Award Winners]( The Greater Good Awards, presented by Digiday, Glossy and Modern Retail, showcase the work being done around social causes, its impact and ultimately those working toward the greater good. howdy! [Marketing on TikTok]( [How small businesses are using TikTok to build brand awareness and boost sales]( As TikTok has continued to grow in recent years, marketers and businesses have focused on the platform, often as a way to diversify their social media mix. [All Latest Stories]( [Publishing on the Blockchain]( [In depth: How Digiday reporters are mapping the metaverse]( Last year, many brands and consumers alike were introduced to the concept of the metaverse for the first time. In 2022, we expect to see a whole lot of experimentation in this online world. You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](