Index Exchange Donates Privacy Sandbox Demo Tool to IAB Tech Lab's Privacy Sandbox Taskforce

Advanced Resource Enables Transparent Insights into Privacy Sandbox APIs

NEW YORK, Jan. 4, 2024 /PRNewswire/ -- Today, IAB Tech Lab, the global digital advertising technical standards-setting body, announced Index Exchange's donation of an advanced Privacy Sandbox Demo tool to the Privacy Sandbox Taskforce. This demo tool will provide an open-source platform for stakeholders to explore and comprehend the functionalities of Google's Privacy Sandbox Protected Audience APIs.

Index Exchange (Index), one of the world's largest independent ad exchanges, has spearheaded this initiative to offer an open-source solution that allows the digital advertising industry to comprehensively test the functionalities of Privacy Sandbox Protected Audience APIs without requiring complete implementation. This tool aims to enhance transparency by providing media owners and buyers with a platform to grasp the complexities and ramifications of these APIs in real time.

"As advocates for industry-wide collaboration and innovation, IAB Tech Lab commends Index Exchange for their commitment to advancing the common language of the programmatic supply chain," said Anthony Katsur, CEO of IAB Tech Lab. "This demo tool deeply aligns with our goal to empower users with resources to visualize and understand the various implications of Privacy Sandbox Protected Audience APIs."

The practical implications of Privacy Sandbox Protected Audience APIs on programmatic bidding have remained obscure, and much of the industry has only begun to test them. Further, the advent of Protected Audience APIs signals a radical shift in programmatic auctions, fundamentally altering functionalities integral to current practices.

Fundamental use cases of digital advertising like frequency capping, video advertising, audience creation, impression counting, and more are impacted, unaddressed, or unsupported by the changes, highlighting the necessity for a thorough understanding among all stakeholders involved in programmatic advertising within Chrome. Index Exchange's donation of this demonstration tool allows the industry to accelerate the collective understanding of Protected Audience APIs and their implications within the industry, and the ability to provide more comprehensive feedback.

"To understand the complexities of Protected Audience APIs, we engineered a Privacy Sandbox prototype, where all industry players can effectively test and better understand the nuances of the new dynamics. The live demo provides logging and visualizations, offering a comprehensive overview with the flexibility for further testing," said Mike McNeeley, Senior Vice President of Product at Index Exchange. "We're excited to donate this demo to the industry to accelerate collaboration and education as we collectively navigate the complexities of the evolving addressability landscape."

For further information on the Privacy Sandbox Demo tool, please visit https://www.privacysandboxdemos.com/.

About IAB Technology Laboratory
Established in 2014, the IAB Technology Laboratory (Tech Lab) is a non-profit consortium that engages a member community globally to develop foundational technology and standards that enable growth and trust in the digital media ecosystem. Comprised of digital publishers, ad technology firms, agencies, marketers, and other member companies, IAB Tech Lab focuses on solutions for brand safety and ad fraud; identity, data, and consumer privacy; ad experiences and measurement; and programmatic effectiveness. Its work includes the OpenRTB real-time bidding protocol, ads.txt anti-fraud specification, Open Measurement SDK for viewability and verification, VAST video specification, and Project Rearc initiative for privacy-centric addressability. Board members/companies are listed at https://iabtechlab.com/about-the-iab-tech-lab/tech-lab-leadership/. For more information, please visit https://iabtechlab.com.

About Index Exchange 
Index Exchange is a global advertising marketplace enabling media owners to grow revenue by helping marketers reach consumers on any screen, through any format. Headquartered in Toronto, Index has nearly 20 years of experience accelerating the evolution of ad technology for the world's leading experience makers. To learn more, visit www.indexexchange.com or @indexexchange.

SOURCE IAB Tech Lab