IAB Tech Lab Updates Clean Room Rules to Permit Unhashed Emails With Controls
· 2h ago · Originally reported by PPC Land
The IAB Tech Lab has introduced new requirements for clean rooms, including seven mandatory file keys and a Parquet data layout for uploading conversion events. The updated rules also allow unhashed emails under specific technical controls, while hashing requirements in ECAPI 1.1 remain open for public comment.
Why it matters
This update impacts how advertisers and platforms handle sensitive user data in privacy-focused environments, balancing data utility with privacy and security standards.
Explain it like I’m new here
It's like letting people use real names in a secret club, but only if strict safety rules are followed.
Terms in this story
IAB (Interactive Advertising Bureau)
The IAB (Interactive Advertising Bureau) is the US-based trade association for the digital advertising and media industry, founded in 1996, which publishes research, guidelines and policy positions.
IAB Tech Lab
IAB Tech Lab is the non-profit standards body for digital advertising technology, founded in 2014, which develops specifications such as OpenRTB, VAST, ads.txt, sellers.json and the Open Measurement SDK.
Data clean room
A data clean room is a secure environment where companies combine and analyse their customer data together, getting aggregated insights or audiences without exposing each other's raw personal data.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
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