Delhi: IAB Tech Lab, the global digital advertising technical standards-setting body, has announced the release of its Identity Solutions Guidance document for public comment until November 4, 2023.

The Identity Solutions Guidance document is an informational guide that aims to provide an overview of the most prevalent techniques employed by different identity solutions; explores the mechanics of how these identifiers work; reveals their value propositions and utility; and offers insight into what factors to consider when evaluating an identity solution.

Designed with brands, marketers, and publishers in mind within IAB Tech Lab’s Addressability Working Group, the Identity Solutions Guidance aspires to be a valuable resource for every stakeholder in the advertising ecosystem.

“The Identity Solutions Guidance document is designed to demystify the rapidly evolving landscape of identity solutions,” said Shailley Singh, EVP of Product & COO at IAB Tech Lab. “As the industry grapples with the imminent deprecation of cookies and reduced availability of mobile identifiers, this guidance will equip industry stakeholders with the knowledge required to comprehend and evaluate various identity solutions, products, vendors, and their underlying technologies. We invite industry stakeholders to actively engage during the public comment period and contribute to the refinement of this important resource.”

“The digital advertising landscape continues to face questions about how identity solutions function and how they can thrive in the absence of traditional cookies and mobile identifiers,” said Giovanni Gardelli, VP, Ads Data Products at Yahoo. “The IAB Tech Lab is aiming to support the industry, offering a comprehensive guide that fills the education gap and offers strategic insight into the practical implementation of these solutions.”

To review and comment on the proposed guidance, readers can visit https://iabtechlab.com/idsolutions.