"ADMaP is a game-changer, enabling advertisers and publishers to collaborate safely and accurately determine measurement and attribution, while fully protecting their audience's privacy. This isn't just about compliance - it's about building trust," said Anthony Katsur, CEO, IAB Tech Lab.
"The protocol is launched in an environment where traditional identifiers and traditional attribution techniques are increasingly stressed. ADMaP uses identity mapping and attribution computation with secure, encrypted, private data handling, to bring exposure data and conversion data together."
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