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IAB Debuts ‘Project Rearc’ as a Lifeline for Advertisers in a Cookieless World

by George Slefo // February 12, 2020

Trade group envisions a universal login that would allow consumers to manage privacy settings and ad targeting.

The Interactive Advertising Bureau has unveiled Project ReArc, intended to help the $100 billion digital advertising industry overcome growing challenges to how it uses data to target consumers.

The initiative would require brands, agencies and ad tech players to collaborate on a universal login that would allow consumers to both manage privacy settings and allow media buyers to target them with ads. The proposal comes as the industry faces new data privacy regulations and the demise of third-party cookies, and is similar to NetID, which Germany rolled out nearly two years ago.


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