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# Project Rearc
- URL: https://www.adlingo.org/glossary/project-rearc/
- Published: 2025-01-15T09:57:00.000Z
- Updated: 2025-01-15T09:57:00.000Z
- Description: An IAB Tech Lab initiative to rearchitect digital marketing in a way that balances personalization and privacy.
- Author: Travis Lusk
- Tags: Google & Regulation, #glossary, #Import 2026-10-27 17:05

IAB Tech Lab's framework for rebuilding digital marketing infrastructure around privacy constraints. Launched when cookie deprecation looked imminent. The work produced useful guidance on consent signals, identity alternatives, and data practices. The pace of the industry's actual adoption has been slower than the initiative's ambition. Worth understanding as context for why the identity and addressability landscape looks the way it does today.