AD Agencies
IAB Tech Lab finalises framework for streamlined Ad supply chain privacy compliance
Mumbai: IAB Tech Lab, the global digital advertising technical standards-setting body, announced today the release of the final Data Deletion Request Framework, following the conclusion of two extensive public comment periods. This milestone signifies an important step forward in handling consumer data privacy concerns within the digital advertising supply chain.
The Data Deletion Request Framework establishes a standardized mechanism for transmitting data deletion request signals throughout the digital advertising ecosystem. It provides provisions for validating request origins, ensuring requester authenticity, confirming receipt, and employing cryptographic signatures for authentication. By offering a holistic solution for handling data deletion requests, the framework aligns with the ‘Right to Delete’, a Data Subject Right (DSR) which is currently protected by the GDPR, 16 US state privacy laws, and additional privacy legislation, including Quebec Law 25.
“The industry has long struggled with the need for a standardized solution to manage data deletion requests,” said IAB Tech Lab director of product, privacy & addressability Jared Moscow. “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 builds upon IAB Tech Lab’s portfolio of privacy compliance initiatives, including the Global Privacy Platform, the Accountability Platform, and the Privacy Taxonomy project. Collectively, these initiatives form a foundational framework for streamlining privacy regulatory compliance and advancing responsible data-handling practices in digital advertising.
Several organizations, including Google, Roku, Ketch, Sourcepoint, Dstillery, Raptive, Mediavine, and Index Exchange, were highly active in shaping the framework during the development process. Their close involvement exemplifies the collaborative nature of this industry-wide effort.
Google senior staff software engineer Mary Xiaoyong Liu Wang: “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.”
Roku senior product manager, global privacy infrastructure Kale Smith: “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.”
Ketch head of solutions Jonathan Joseph: “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.”
Sourcepoint product director Gabe Morazán: “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.”
Dstillery principal engineer Brian May: “We’re excited about the potential of the Data Deletion Request Framework to streamline efforts to honour 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.”
Mediavine director of product management John Rosendahl: “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.”
Index Exchange senior product manager Patrick Cool: “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 ad tech supply chain.”
This interoperable framework supports compliance with existing privacy legislation and lays the groundwork for future privacy initiatives within the ad-tech ecosystem. To encourage adoption and implementation, IAB Tech Lab is offering a 90-day implementation period with increased support for early adopters. In response to requests from working group members, this period ensures that companies adopting new specifications receive a dedicated timeframe during which IAB Tech Lab provides extra assistance and guidance, ensuring they have the support they need during the initial phase.
AD Agencies
The future of ads isn’t what you think, says Praseed Prasad, president – growth & marketing, South Asia at WPP Media
Prasad highlights why curiosity, brand building and AI adoption are key to staying ahead in advertising.
MUMBAI: Advertising is becoming increasingly fragmented, but that fragmentation is unfolding within a broader digital consolidation, according to Praseed Prasad, President – Growth & Marketing, South Asia at WPP Media.
At a macro level, he observes a clear structural shift. Content-led advertising, which once accounted for nearly 90 per cent of activity, has declined closer to 60 per cent, signalling a significant rebalancing of media strategies. While the industry appears more splintered than ever, he notes that consolidation is simultaneously taking place within emerging digital technology ecosystems.
“From a 20,000-foot view, it is definitely getting fragmented,” Prasad explains. “But within certain pockets, there is consolidation into new digital tech channels.”
Earlier, much of digital advertising was concentrated among a handful of global technology players. Today, the ecosystem is far more diverse. Growth is being driven by quick commerce, digital programmatic, digital out-of-home and influencer marketing, among others. The avenues for digital advertising have multiplied, altering how brands allocate budgets and engage consumers.
Beyond structural shifts, Prasad also addresses a longstanding perception about the industry itself. When he entered advertising 25 years ago, it was often viewed as glamorous. While there may be moments of visibility and excitement, he stresses that the reality is defined by intense deadlines and late nights.
“The glamour evaporates when you see the hard work behind it,” he says.
However, he argues that what the industry offers in return is unparalleled exposure. Professionals gain a deep understanding of consumer behaviour, business strategy and media dynamics simultaneously. That breadth and depth of experience, he suggests, equips individuals exceptionally well for leadership roles across sectors.
“You understand consumer mindset, business objectives and media strategy together. That width and depth of exposure prepares you better than most roles,” he notes.
On the debate surrounding performance marketing versus long-term brand building, Prasad is unequivocal. Performance marketing may drive short-term growth and help brands reach critical mass, but it cannot substitute sustained brand investment.
He cites the example of Nike, which pivoted heavily towards performance-driven channels around the pandemic period. While the strategy delivered immediate gains, the brand’s long-term positioning came under pressure as newer competitors, such as On Running, strengthened their brand associations and gained market momentum.
“In the short term, performance marketing will help brands grow,” he says. “But if you are not invested in brand building, you will struggle to scale further.”
He points out that even new-age e-commerce players in India, such as Flipkart and Amazon, continue to invest heavily in brand building. Remaining top-of-mind, he argues, is critical for category expansion and sustained growth.
“If you move away from brand building to pure-play performance marketing, you are not doing good service to your brand in the long term,” he adds.
For young professionals entering the industry, Prasad’s advice is simple but emphatic: be curious. He believes curiosity, particularly the habit of asking “why” and “how”, creates far greater long-term value than theoretical knowledge alone.
“Don’t accept anything at face value. Ask why. Ask how,” he says. “That curiosity helps you connect the dots and become a trusted advisor rather than just a theoretical expert.”
On artificial intelligence, his position is firmly pro-adoption. In his view, resisting technological change is neither practical nor productive.
“There is no point resisting technology. You have to adopt it and adapt,” he says. “Adopt and adapt.”
Prasad personally uses conversational AI tools such as Gemini and Perplexity as primary research aids, often turning to them before traditional search engines. While he acknowledges that outputs require verification before critical decisions are made, he sees AI as an accelerator of initial research and insight gathering.
At an organisational level, WPP Media has embedded AI through its WPP Open platform, which integrates multiple large language models. The system leverages first-party and third-party data to deliver recommendations and support client strategy.
“We have fully adopted it,” he says. “There is no benefit in being anti-technology when it can help you ride the wave.”
Ultimately, Prasad believes the future of advertising will be shaped not just by fragmentation or technological acceleration, but by how effectively brands balance innovation with enduring fundamentals. Channels may multiply and tools may evolve, but the core principles of curiosity, adaptability and brand investment remain constant.
