DigiTrust’s ID consortium will continue to operate as a standalone entity, Buchheim said, but the Tech Lab plans to apply DigiTrust’s identity technology to other IAB initiatives, like the GDPR consent framework, which is in development to transmit opt-in and targeting consent from publishers to programmatic technology partners.
Moving to the IAB Tech Lab is the right thing for DigiTrust members and for the industry, Mitchell told AdExchanger, because the propagation of cookie-based IDs is weighing heavily on the online advertising supply chain.
Returning to the IAB is a “very natural transition” for DigiTrust, according to an executive who is both a DigiTrust member and works with DigiTrust in IAB Tech Lab working groups. Both organizations share nonprofit status and DigiTrust’s supporting members, including Quantcast, Sonobi and Index Exchange, are among the most active contributors to IAB Tech Lab working groups.
The IAB Tech Lab needs to own the kind of privacy and identity technology DigiTrust has developed, he said, and if it built its own solution it would add yet another consolidated ID to the market.
And DigiTrust, where for years Mitchell was the only full-time employee, was at a perpetual disadvantage to companies like The Trade Desk, AppNexus and MediaMath with significant R&D investments.