IAB Tech Lab launch Content and Audience Taxonomy updates

Posted on: Friday 17 July 2020 | IAB UK

The new updates provide safeguards to reduce the risk of special category data arising within RTB

Share this

Content Taxonomy 2.1 and Audience Taxonomy 1.1  introduce additional consumer privacy safeguards, which aim to minimise the risk that content categorisation signals within Open RTB requests could be used to generate sensitive data points - about things like race, politics, religion or other personal characteristics - that could result in discrimination. Specifically: 

  • The Content Taxonomy 2.1 introduces an extension (indicator) to taxonomy nodes that could be used to generate sensitive or special category data and provides a clear signal to supply chain participants regarding the privacy implications of storing it. Associated updates to the AdCOM (Advertising Common Object Model) / Open RTB guidance have also been made 

  • The Audience Taxonomy 1.1. update aligns much of the nomenclature with the new Content Taxonomy updates and deprecates segment names that could be used to describe sensitive data types

In a blog post announcing the updates, IAB Tech Lab explain that the changes are part of the digital ad industry’s drive to “architect itself around privacy-by-design principles and mature in meaningful ways towards a more transparent and accountable supply-chain”. You can read the full piece here

If you use either of these taxonomies, we recommend that you implement the updated versions and review/update your data storage and related practices accordingly. If you use other taxonomies, or other approaches to categorising content or naming audience segments, we recommend that you review them, taking into account our recently launched special category data guidance, and update them if necessary.

Written by

IAB UK

Share this

Related content

Stock

IAB Tech Lab’s REBOOT goes virtual for 2020

Speakers at this year’s annual event include Facebook, Google, PubMatic, IndexExchange, TikTok and Verizon

Learn more
Trust-and-transparency-in-programmatic-boosted-by-the-launch-of-OpenRTB-3.0

Transparency and trust in programmatic boosted by the launch of OpenRTB 3.0

IAB Tech Lab have finalised the specifications for OpenRTB 3.0, which is now ready for industry adoption.

Learn more
Stock

Marketers to adopt traffic light labelling for data transparency

IAB Tech Lab worked alongside other ad trade bodies to develop the ad transparency label, which was inspired by food labelling.

Learn more
Stock

Who are the IAB Tech Lab?

Headquartered in New York, IAB Tech Lab are an international trade body who produce global technical standards for the industry

Learn more

Why digital advertising works

Discover why digital advertising is effective for reaching your customers and building brands.