IAB Europe, the European-level industry association for the digital advertising ecosystem, last month published a summary of its solution approach for meeting the Digital Services Act (DSA)'s supplementary advertising transparency requirements.
Under the DSA, online platforms must provide users with certain information about every ad carried on their sites or apps, including the identity of all parties involved in the ad delivery chain, the legal basis for processing the user's personal data, and the technical and legal safeguards in place to protect that data.
IAB Europe's solution approach is designed to help online platforms comply with these requirements in a flexible and efficient way. It is based on a common data format for DSA transparency disclosures, which can be used by all participants in the ad delivery chain. The approach also includes a set of implementation recommendations for online platforms, intermediaries, and other stakeholders.
The summary document is the result of the work of IAB Europe's DSA Taskforce, which was launched in July 2022. The taskforce includes technical and legal/policy experts from companies ranging across the advertising ecosystem.
IAB Europe is now seeking feedback from the industry on the summary document. The final version of the solution approach is expected to be published in early 2024.
Once the final version of the solution approach is published, IAB Europe will work with the industry to implement it. This will involve developing technical specifications, providing training and support, and working with regulators to ensure that the approach is aligned with the DSA's requirements.