The Interactive Advertising Bureau's (IAB) Tech Lab
has announced that it has
launched a pilot version of PrivacyChain, a blockchain-based
protocol developed by LiveRamp. The aim of this protocol is to
simplify consent-management across complex supply chains and to
assist publishers and advertisers in building more trusting
relationships with their customers. The current version is
now available for public comment.
The protocol's aim is to assist companies in
managing and controlling how they handle and share users'
personal data. The use of blockchain, in this case,
effectively provides a shared, immutable and distributed ledger,
which ensures all of PrivacyChain's participants have a single,
consistent and up-to-date view of a consumer's opt-ins or
opt-outs. As a result, companies will be able to build more
trusting relationships with their customers. The protocol
will also enable them to easily demonstrate compliance with several
privacy regulations worldwide,
