IAB launches new privacy compliance tool

The IAB Diligence Platform allows digital advertisers and publishers to vet SSPs and DSPs for compliance in an increasingly regulated space.

This week, IAB launched a new tool for standardizing privacy practices in digital advertising. The IAB Diligence Platform was created in partnership with privacy compliance company SafeGuard Privacy.

The tool aims at making it easier for advertisers and publishers to vet adtech partners in an increasingly regulated digital advertising space.

Why we care. With new privacy laws and enforcement, non-compliance can come with steep fines. Consumers are also more aware and protective of their online privacy. This new tool gives digital marketers the ability to compare ad partners on the basis of compliance. This added confidence is likely to help grow the ad business, and maybe even contribute to building more trust with consumers down the road.

IAB Diligence Platform. The platform focuses on data privacy practices and state laws governing them. To participate, vendors fill out a questionnaire about their data practices, tailored to their specific role in the adtech supply chain. Vendors fill the questionnaire out once and can choose when to share their responses during digital ad transactions. These responses are shared through a hub on the IAB Diligence Platform, which is open to both IAB members and non-members.

For advertisers and publishers. Digital advertisers can use this tool to evaluate the compliance of demand-side platforms (DSPs), while publishers can use the platform for supply-side adtech platforms (SSPs).


Each side of the digital ad industry must answer a different set of questions about privacy practices. The questionnaires were developed by industry privacy lawyers and over a half dozen law firms that participated in the IAB Legal Affairs Council.

The IAB Diligence Platform is built on the SafeGuard Privacy Platform, which includes updated state law assessments and a vendor compliance hub.


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About the author

Chris Wood


Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.