INDIA / NEW YORK: IAB Tech Lab released the final Data Deletion Request Framework after two public comment periods, marking progress in addressing consumer data privacy in digital advertising.
The Data Deletion Request Framework establishes a standardized mechanism for transmitting data deletion requests in digital advertising. It validates request origins, ensures requester authenticity, confirms receipt, and uses cryptographic signatures for authentication. This framework aligns with the ‘Right to Delete’, a Data Subject Right (DSR) protected by GDPR, 16 US state privacy laws, and Quebec Law 25, offering a comprehensive solution for handling data deletion requests.
Jared Moscow, Director of Product, Privacy & Addressability, IAB Tech Lab said, “The industry has long struggled with the need for a standardized solution to manage data deletion requests. The Data Deletion Request Framework addresses this challenge head-on, providing clear guidance and strategic insights into effectively handling these requests. Acting as the industry’s first signal for upholding consumer data subject rights, the Framework equips industry players with the technical tools necessary for efficiently managing data deletion requests.”
The Data Deletion Request Framework expands on IAB Tech Lab’s privacy compliance efforts, such as the Global Privacy Platform and Accountability Platform. These initiatives create a core framework for enhancing data-handling practices in digital advertising and simplifying privacy regulatory compliance.
During the development process, Google, Roku, Ketch, Sourcepoint, Dstillery, Raptive, Mediavine, and Index Exchange actively shaped the framework, showcasing the collaborative nature of this industry-wide effort.
Mary Xiaoyong Liu Wang, Senior Staff Software Engineer, Google: “The Data Deletion Request Framework addresses a longstanding industry challenge. This framework provides a helpful foundation for managing data deletion requests at scale, and reflects a collaborative commitment to upholding privacy standards.”
Kale Smith, Senior Product Manager, Global Privacy Infrastructure, Roku: “The Data Deletion Request Framework is a vital tool for managing privacy at scale. This standard facilitates smoother communication of deletion requests across the ecosystem, significantly simplifying compliance efforts for large organizations like ours.”
Jonathan Joseph, Head of Solutions, Ketch: “The Data Deletion Request Framework will bring much-needed efficiency to the entire ecosystem, helping to automate what has, to date, been a manual, arduous process. We will be adopting and integrating it into our product solutions so our clients can take advantage of the new Framework.”
Gabe Morazán, Product Director, Sourcepoint: “Sourcepoint believes that Data Deletion Request Framework is a significant step forward for the industry. This Framework will help vendors better communicate with each other which will foster more collaboration and communication.”
Brian May, Principal Engineer, Dstillery: “We’re excited about the potential of the Data Deletion Request Framework to streamline efforts to honor user choices. By standardizing the process of communicating data deletion requests, the framework addresses a major pain point for the industry and creates an easier, lower cost path to compliance.”
John Rosendahl, Director of Product Management, Mediavine: “The Data Deletion Request Framework solves critical challenges publishers face in transmitting data deletion requests. This new framework reduces the technical complexities in transferring data and provides publishers with the tools they require to remain compliant.”
Patrick Cool, Senior Product Manager, Index Exchange: “Index Exchange will support the Data Deletion Request Framework for its ability to ensure secure and efficient propagation of requests to downstream partners. The framework’s use of signing and cryptography enhances trust and interoperability, which are crucial for maintaining privacy compliance across the adtech supply chain.”
The interoperable framework supports privacy compliance and sets the stage for future adtech privacy initiatives. IAB Tech Lab offers a 90-day implementation period with enhanced support to promote adoption. This period, requested by working group members, gives companies dedicated assistance for new specifications adoption, ensuring they have the needed support during the initial phase.
