The European netID Foundation and IAB Tech Lab (Tech Lab) will collaborate closely within Project Rearc, Tech Lab’s global initiative to develop open industry standards that support predictable privacy for consumers across personalized web, mobile, and OTT/Connected-TV experiences. The experience and knowledge of the netID Foundation will be a key input informing the applicability of single sign-on (SSO) approaches for cross-site personalization and privacy tools.
With Project Rearc, Tech Lab aims to define globally adaptable technical standards that support addressability for marketing with meaningful transparency and control for consumers over how their data is collected and processed, based on local policy and technical requirements. The European netID Foundation brings significant technical expertise to Project Rearc after successful product launches of the netID Single Sign-on and the two consent products netID Professional and netID Enterprise. The netID collaboration will ensure the interoperability of these products with the technical standards and programs ultimately developed within Project Rearc.
The login standard netID offers users privacy-preserving authentication and data protection, with strict control over the use of their data across the devices of their choice. netID is offered as an open standard and guarantees independence and neutrality for advertisers, publishers, and e-commerce providers. The netID Single Sign-on is available to participants free of charge. The two consent products, netID Professional and netID Enterprise, offer companies a legally compliant Consent Management and can—together with the netID Single Sign-on—be combined with all common Consent Management Providers, which support the Transparency and Consent Framework 2.0 (TCF 2.0), the European industry standard co-developed by IAB Europe and Tech Lab.
netID brings the experience gained during the development and implementation of the netID products to support Tech Lab in defining sustainable compliance rules and technical standards for the use of consumer data in online marketing. Project Rearc was initiated in response to sweeping changes to global data protection laws and device identifiers that affect consumer privacy and the delivery of personalized content and services. Founded in 2014 as a non-profit organization, Tech Lab develops foundational technology and technical standards for digital media, including OpenRTB (Real-Time Bidding), ads.txt (Authorized Digital Sellers), VAST (Digital Video Ad Serving Template), Open Measurement, and Data Label. Tech Lab’s priority in this collaboration is to harmonize user privacy expectations, data protection, and a vibrant online marketing industry.
“With the netID Single Sign-on and our recently launched consent products, netID Professional and netID Enterprise, we offer publishers and advertisers future-proof and data protection compliant solutions for their online marketing. Users on the other hand gain full control and transparency about the processing of their data. We are very pleased to support the IAB Tech Lab with our knowledge and experience, and intend to be early adopters of the comprehensive new standards for digital marketing we define together,” says Achim Schlosser, Chief Technology Officer of the European netID Foundation.
“With Project Rearc, we’re working with the digital industry to navigate a time of enormous change, focusing on technical standards for addressability with privacy-focused accountability. We are pleased that the European netID foundation has committed to the effort, and the solutions they have already developed serve as important input,” said Dennis Buchheim, President, IAB Tech Lab. “We all benefit from the expertise netID brings to Project Rearc, and we look forward to more companies submitting proposals for solutions that can help ensure an open, addressable, and sustainable internet that supports consumers and businesses globally across devices and channels.”
About European netID Foundation
The European netID Foundation was founded in March 2018 by Mediengruppe RTL Deutschland, ProSiebenSat.1 and United Internet with the brands WEB.DE and GMX. With an independent market solution, the foundation supports Internet offerings of all industries in implementing the new European data protection law and has created the open login standard netID for this purpose. The initiators of the foundation together reach around 50 million unique users every month and together have more than 38 million active accounts. The foundation is explicitly open for further partners and other initiatives. Further information is available at www.enid.eu.
About IAB Tech Lab
Established in 2014, the IAB Technology Laboratory (Tech Lab) is a non-profit consortium that engages a member community globally to develop foundational technology and standards that enable growth and trust in the digital media ecosystem. Comprised of digital publishers, ad technology firms, agencies, marketers, and other member companies, IAB Tech Lab focuses on solutions for brand safety and ad fraud; identity, data, and consumer privacy; ad experiences and measurement; and programmatic effectiveness. Its work includes the OpenRTB real-time bidding protocol, ads.txt anti-fraud specification, Open Measurement SDK for viewability and verification, VAST video specification, and Project Rearc initiative for privacy-centric addressability. Board members/companies are listed at https://iabtechlab.com/about-the-iab-tech-lab/tech-lab-leadership. For more information, please visit https://iabtechlab.com.
Press Contact European netID Foundation:
Alexandra Roszkowski, +49 89 46 133 46-21, firstname.lastname@example.org