The advertising industry is forming a new organization that aims to convince browser and platform developers, including Google and Apple, to reconsider recent decisions that could limit ad companies’ ability to track people across websites and apps.
The governing group of the new Partnership for Responsible Addressable Media will be made up of representatives from major industry organizations (including the Association of National Advertisers, American Association of Advertising Agencies, Interactive Advertising Bureau and Network Advertising Initiative), advertisers (including Ford, General Motors, IBM, Procter & Gamble and Unilever), agencies (IPG Mediabrands’ UM and Publicis Media), NBC Universal and ad-tech companies (Adobe, MediaMath, The Trade Desk).
The organization says it wants to “advance and protect” ad companies’ ability to serve personalized digital ads and collect data used for analytics, while also “safeguarding privacy and improving the consumer experience.”
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