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.
Ad tech glossary
Project Rearc
Technical definition
An IAB Tech Lab initiative to rearchitect digital marketing in a way that balances personalization and privacy.
The ADLINGO translation
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Related terms
- Ad Rank
- Broad Match Modifier (RIP)
- Discovery Campaigns
- FLEDGE (First Locally-Executed Decision over Groups Experiment)
- FLoC (Federated Learning of Cohorts)
- Local Service Ads
- Match Types
- Maximize Conversion Value
- Negative Keywords
- Performance Max
- PRAM (Partnership for Responsible Addressable Media)
- Privacy Sandbox
Where this shows up
Google Monopoly for the CMO
When asked what today's ruling against Google means for advertisers, here is what I say. (Without making a prediction about a breakup.)
Monetizing AI Overviews
Ads in Google's AI Overviews are already natively integrated for immediate shoppability. What does this mean for advertisers, publishers, and the future of the ad supported Internet?
