IAB IAB Data Privacy and Consumer Consent 2

Question 1

What is third-party data in digital advertising?

Accepted Answer

Data collected by an entity other than the advertiser or the user, often aggregated and sold by data brokers

Answer

Third-party data is audience information collected, aggregated, and sold by companies that have no direct relationship with the consumer, such as data brokers and exchanges.

Question 2

What has driven the industry shift toward cookieless advertising?

Accepted Answer

Browser restrictions on third-party cookies and growing privacy regulations like GDPR and CCPA

Answer

The deprecation of third-party cookies by major browsers and stricter privacy regulations have forced the industry to develop alternative targeting and measurement solutions.

Question 3

What is a 'clean room' in digital advertising?

Accepted Answer

A privacy-safe environment where multiple parties can match and analyze first-party data without exposing raw user data

Answer

A data clean room is a secure environment where two parties—such as an advertiser and a publisher—can analyze overlapping audience data without either party accessing the other's raw data.

Question 4

What does 'data minimization' mean under GDPR principles?

Accepted Answer

Collecting only the personal data that is necessary for a specified purpose

Answer

Data minimization is a GDPR principle requiring organizations to collect and process only the personal data that is adequate, relevant, and limited to what is necessary for its stated purpose.

Question 5

What is a 'universal ID' solution in cookieless advertising?

Accepted Answer

A shared, persistent user identifier that works across publishers without relying on third-party cookies

Answer

Universal ID solutions (such as The Trade Desk's UID2) create a persistent, privacy-compliant identifier—often based on hashed emails—that enables audience targeting without third-party cookies.

IAB - Interactive Advertising Bureau Practice Test

IAB - Interactive Advertising Bureau Practice Test

IAB IAB Data Privacy and Consumer Consent 2