Gaps remain in industry guidelines for email-based identity tech
The Interactive Advertising Bureau’s Tech Lab’s Best Practices for User-Enabled Identity Tokens address the use of identifiers, many of which work by transforming identifiable data like email addresses into encrypted ID signals to replace cookie tracking.
But as the digital ad industry faces increased scrutiny of its data use and privacy practices from government and everyday people, some say the proposed guidance from its biggest trade group could have gone further in advising companies on how to gain people’s consent while complying with privacy regulations.
For example, they do not provide guidance for how that transparency and control should be made accessible to site visitors beyond stating that the controls “need to conform to the requisite consumer transparency and control features defined by local law and policy interpretation.”
Source: Gaps remain in industry guidelines for email-based identity tech
