IAB Tech Lab announced yesterday that it has purchased DigiTrust, a non-for-profit adtech-focused group that has been working on establishing a standardized ID that can be shared with publishers to help with the process of ad targeting.
DigitTrust launched in 2014 out of an IAB working group in response to a concern that publisher partners were being overwhelmed by multiple pieces of software and/or pixels. Their work of standardization presents a valuable addition to the IAB Tech Labs most recent release of the GDPR compliance mechanism.
DigiTrust brings strong industry adoption back to the IAB with over 40 companies agreeing to deploy the software. As of November 2017, 14 publishers and 29 adtech players have registered with the organization.
DigiTrust will continue to operate as a standalone outfit while the solutions are integrated with IAB Tech Lab.
We look forward to discussing the future of this acquisition with our Board of Directors and within our Ad Tech and Publisher Councils.