The IAB updates its Diligence Platform to educate data suppliers in "increasingly regulated environment"

The Interactive Advertising Bureau (IAB) has updated its Diligence Platform to reflect the latest legal requirements from the FTC.

The update includes a new online tracking questionnaire and an expanded data supplier questionnaire, the former focusing on cookies, pixels and other tracking tech, while the latter now covers both upstream and downstream data handling.

The IAB’s goal is to help mitigate risks in "an increasingly regulated environment", wherein data suppliers are being scrutinised over how careful they’re being with personal data.

Creative campaigns

The platform has updated shortly after the IAB released its new Gaming Measurement Framework, an industry resource designed to bring confidence to media campaigns in game environments. It outlines standard ad formats for games - whether displays, video or audio - and explains baseline and additional metrics available for each ad format.

The framework aims to provide a consistent language for measuring and reporting across publishers, ad tech providers and agencies, so that campaigns can be compared more easily.

This is all within the context of games as an effective locale for ads, which the IAB believes should in turn lead to smarter campaign activations, creative planning and an improved understanding of which game experiences will lead to the right outcomes for a given brand.

"With more than 80% of US internet users identifying as gamers, gaming is no longer a niche pastime relegated to teenagers in basements - it’s mainstream entertainment with the potential to become a dominant force in the digital advertising ecosystem," said IAB experience centre VP Zoe Soon.

"As brands look to meet their audiences where they play, it is critical that they are empowered to measure the metrics that matter. That’s why we developed the Gaming Measurement Framework, to align expectations of essential and nice-to-have metrics across the industry."