Privacy regulations and changes to the ways browsers and operating systems — namely those by Apple and Google — handle ad targeting and tracking are causing upheaval across the digital ad ecosystem. To address these challenges, and push back on Google and Apple, leading ad industry associations and companies launched a standards initiative Tuesday.
Dubbed the Partnership for Responsible Addressable Media, the group said it was created to “advance and protect critical functionalities like customization and analytics for digital media and advertising, while safeguarding privacy and improving the consumer experience.”
