The IAB Tech Lab’s seller-defined audiences specification is considered one of many, many digital advert trade efforts to interchange the third-party cookie with purportedly privacy-friendly alternate options. It’s successfully a cohort-based concentrating on methodology packaged with a vitamin label for the corresponding advert concentrating on knowledge.
As a substitute of a writer sharing person-specific identifiers like cookie-based IDs or electronic mail addresses with advertisers, audiences are organized into teams primarily based on classes like demographics, pursuits and buy intents utilizing IAB Tech Lab’s Audience Taxonomy standard. And advertisers can examine the make-up of those seller-defined audiences by referencing the corresponding data transparency label that outlines who offered the viewers knowledge, what the viewers section is, how the section was compiled and what the underlying knowledge supply is.
Nevertheless, because the title “seller-defined audiences” implies, publishers are answerable for establishing these viewers segments. This has change into a explanation for consternation amongst advertisers and companies as a result of some publishers would possibly outline the identical viewers in a different way than others or in a different way than a marketer, as outlined within the video skit above.