Digital
IAB Tech Lab announces the formation of two new working groups
Mumbai: IAB Tech Lab, the global digital advertising technical standards-setting body, announced the establishment of two new working groups that will play a pivotal role in shaping the future of digital media and advertising: the Privacy Sandbox Task Force and the Artificial Intelligence (AI) Subcommittee.
Privacy Sandbox Task Force
As digital advertising faces a significant turning point with the evolving Privacy Sandbox within Google’s Chrome browser, IAB Tech Lab created the Privacy Sandbox Task Force. This specialized task force is dedicated to conducting a rigorous technical and operational analysis of the forthcoming Privacy Sandbox modifications and their implications for digital advertising use cases.
The Privacy Sandbox Task Force’s key objectives include:
● Technical Examination: Explore the technical intricacies of Google Chrome’s Privacy Sandbox updates, including the protected audience API and Attribution Reporting API, to understand their implications for advertisers, publishers, and ad tech providers.
● Operational Insight: Analyze operational shifts that stakeholders in digital advertising must adapt to, ensuring the consistent delivery, optimization, and measurement of digital ads.
● Gap Analysis: Analyze, understand, and document the critical advertising use cases supported by the Privacy Sandbox and what gaps need to be addressed and propose improvements to ensure the needs of brands and publishers are properly addressed.
● Recommendations: Provide actionable guidance and update existing or introduce new technical standards for the digital advertising ecosystem to address the changes introduced by the Chrome browser. The Task Force will publish its analysis and recommendations for the industry’s benefit later this year.
“Given their worldwide market share of approximately 65%, understanding the shifts brought about by Chrome’s Privacy Sandbox development is crucial,” said IAB Tech Lab CEO Anthony Katsur.
The Privacy Sandbox Task Force welcomes all IAB Tech Lab members and encourages digital advertising stakeholders globally who have performed testing or analyzed the Privacy Sandbox proposals to participate. Collaborative engagement will be vital in navigating this significant development in the advertising industry.
Artificial Intelligence (AI) Subcommittee
The AI Subcommittee was created due to the transformative impact of AI on the digital media landscape. This subcommittee, composed of a select group of IAB Tech Lab Board members, is dedicated to exploring the rapidly evolving intersection of AI technologies with the world of digital media.
The AI Subcommittee’s key objectives include:
● Roadmap Development: Identifying near, short-and long-term roadmap deliverables to address AI’s impact on the digital media ecosystem, with an initial focus on media companies.
● Ethical Framework Creation: Addressing ethical challenges associated with AI in media by creating new technical standards and frameworks to ensure content remains trustworthy, transparent, and respects user privacy.
● AI Media Trends Analysis: Conducting a comprehensive analysis of AI-driven trends in digital media, encompassing content recommendation algorithms, virtual reality, generative AI, and deepfake technology.
Katsur emphasized the importance of this subcommittee, stating, “AI is not just a technological tool; it’s a force reshaping our media landscape. Its impact extends across content creation, distribution, consumption, consumer privacy, and monetization. The AI Subcommittee is poised to assume a vital role in comprehending and directing Tech Lab’s AI roadmap to manage this evolution.”
The AI Subcommittee is open exclusively to IAB Tech Lab Board Members, bringing together data scientists, publisher executives, cryptographers, and technology leaders from publishers, agencies, and big tech platforms to collaborate on shaping an informed, ethical, and exciting future for AI in digital media.
Digital
Truecaller opens Business Chat platform to global partners and enterprises
Expansion aims to replace SMS with trusted, rich and conversational messaging
MUMBAI: Truecaller has expanded access to its Business Chat platform, opening it up to global channel partners and enterprise solution providers as it looks to reshape how businesses connect with customers.
The move allows partners worldwide to offer the platform to enterprise clients, enabling a shift away from traditional SMS towards a more interactive, verified and media-rich communication experience. The company is positioning this as a higher-trust alternative in an increasingly cluttered digital landscape.
With over 500 million active users globally, Truecaller is betting on its scale and daily engagement to give brands a more direct and credible way to reach consumers. The platform supports contextual conversations, real-time insights and engagement metrics, allowing businesses to fine-tune communication across the customer journey.
“The definition of success for modern enterprises has evolved. It’s no longer just about delivery but about earning attention and driving meaningful engagement,” said Truecaller global head, GTM Priyam Bose. He added that opening the platform to partners creates a gateway for brands to connect with users in a more trusted and action-oriented environment.
The expansion is already underway, with partners such as Gupshup and OneXtel live in India, while Globe Teleservices, Cloudcom and Sling Africa are driving adoption in international markets.
By equipping partners with data-driven tools and a conversational interface, Truecaller aims to help businesses cut through noise and build stronger customer relationships. The platform also promises a cleaner, more secure interaction layer, addressing long-standing concerns around spam and trust in business messaging.
As enterprises rethink customer engagement in a post-SMS world, Truecaller’s latest push signals a clear ambition to become a central player in conversational commerce.
