IAB Tech Lab, the global digital advertising technical standards-setting body, announced the release of the final Data Deletion Request Framework, following the conclusion of two extensive public comment periods. This milestone signifies an important step forward in handling consumer data privacy concerns within the digital advertising supply chain.
The Data Deletion Request Framework establishes a standardized mechanism for transmitting data deletion request signals throughout the digital advertising ecosystem. It provides provisions for validating request origins, ensuring requester authenticity, confirming receipt, and employing cryptographic signatures for authentication. By offering a holistic solution for handling data deletion requests, the framework aligns with the ‘Right to Delete’, a Data Subject Right (DSR) which is currently protected by the GDPR, 16 US state privacy laws, and additional privacy legislation, including Quebec Law 25.
“The industry has long struggled with the need for a standardized solution to manage data deletion requests,” said Jared Moscow, Director of Product, Privacy & Addressability, IAB Tech Lab. “The Data Deletion Request Framework addresses this challenge head-on, providing clear guidance and strategic insights into effectively handling these requests. Acting as the industry’s first signal for upholding consumer data subject rights, the Framework equips industry players with the technical tools necessary for efficiently managing data deletion requests.”
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The Data Deletion Request Framework builds upon IAB Tech Lab’s portfolio of privacy compliance initiatives, including the Global Privacy Platform, the Accountability Platform, and the Privacy Taxonomy project. Collectively, these initiatives form a foundational framework for streamlining privacy regulatory compliance and advancing responsible data-handling practices in digital advertising.
Several organizations, including Google, Roku, Ketch, Sourcepoint, Dstillery, Mediavine, and Index Exchange, were highly active in shaping the framework during the development process. Their close involvement exemplifies the collaborative nature of this industry-wide effort.
This interoperable framework supports compliance with existing privacy legislation and lays the groundwork for future privacy initiatives within the adtech ecosystem. To encourage adoption and implementation, IAB Tech Lab is offering a 90-day implementation period with increased support for early adopters. In response to requests from working group members, this period ensures that companies adopting new specifications receive a dedicated timeframe during which IAB Tech Lab provides extra assistance and guidance, ensuring they have the support they need during the initial phase.
SOURCE: PRNewsWire