IAB Tech Lab Trials Blockchain Protocol for Personal Data Privacy

IAB Tech Lab Trials Blockchain Protocol for Personal Data Privacy

The Interactive Advertising Bureau’s (IAB) Tech Lab announced this week a blockchain-based protocol which companies can use to track consent for users’ personal data.

IAB says that PrivacyChain should solve the problem companies encounter when collecting and updating hundreds of millions of consents a year. It says that with the use of blockchain’s immutable and distributed ledger, it will be easier to ensure that all members of a data supply chain have an up-to-date view of opt-ins and opt-outs.

IAB Tech Lab’s senior VP Dennis Buchheim says that PrivacyChain will be an important part of the evolution of the digital advertising ecosystem, since the protocol offers a new way for companies to respond to consumer preferences, and for members to navigate the new world of privacy regulations.

Source: Marketing Tech News

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