With most browsers and ad watchdogs tightening privacy regulations, foundational marketing practises have started to wane.
Advertising trade bodies, brands, agencies, publishers and technology firms are looking to formulate new digital media standards, which preserve marketing personalisation while safeguarding user privacy. The collaboration is being called the Partnership for Responsible Addressable Media (PRAM).
PRAM includes brands like NBCUniversal, IBM, Adobe and General Motors, along with major trade bodies - Interactive Advertising Bureau (IAB), the IAB Tech Lab, the Network Advertising Initiative and the World Federation of Advertisers. ANA’s Bill Tucker will lead the partnership as executive director.
This institution will look into various marketing verticals to address privacy-related issues in foundational marketing practices. PRAM will focus on Business Practices; Technical Standards; Privacy, Policy, and Legal Considerations; and Communications and Education.
[4 minute read]