The IAB Tech Lab has purchased not-for-profit outfit DigiTrust, an adtech-focused consortium geared towards establishing a standardized ID that can be shared with publishers to aid ad targeting.
Financial details of the transaction have not been disclosed publicly, but it has been confirmed that the deal will see DigiTrust chief executive officer Jordan Mitchell join the IAB Tech Lab, with members of the acquiring working group gaining access to DigiTrust, according to AdExchanger.
In an interview, Dennis Buchheim, senior vice-president and general manager of IAB Tech Lab said the working group would work to improve match rates, adding that DigiTrust will continue to operate as a standalone outfit.
Initially launched in 2014 out of an IAB working group, DigiTrust aimed to establish a standard ID for web users, so individual ad tech companies won’t have to overload their publisher-partners’ pages with multiple pieces of software or pixels.
Speaking with The Drum in late November 2017, Mitchell told The Drum the outfit had reached a milestone with more than 40 companies – 14 publishers and 29 adtech outfits – having agreed to deploy the software.