The Interactive Advertising Bureau (IAB) has announced new updates to its Diligence Platform to help companies navigate an increasingly complex compliance landscape.
The update comes at a time when regulators at all levels are increasing their scrutiny of online tracking measures, including cookies, tracking pixels and other tools. The Federal Trade Commission (FTC) is one agency that has zeroed in on how these technologies collect, use and share personal data, with a particular focus on how businesses, marketers and advertisers gather passive or affirmative consent and use the technology with transparency.
In addition to targeting the use of these tools, regulators are also investigating downstream data practices, putting pressure on companies to conduct more thorough due diligence on their data suppliers, the IAB noted.
Regulatory expectations have shifted, with companies now expected to exercise greater oversight of their partners to remain compliant with evolving privacy laws. In response, the IAB says its Diligence Platform has been proactively updated to reflect these changes and support better risk management across the advertising and marketing ecosystem.
New additions to the platform include a comprehensive Online Tracking Questionnaire and significant revisions to the existing Data Supplier Questionnaire.
The new Online Tracking Questionnaire is designed to go beyond basic cookie scanning. While such tools can detect data outflows, they often don’t explain how companies are using the data they collect. The updated questionnaire provides a deeper look into the data collection, usage, and configuration practices of technology vendors whose tracking tools are embedded in websites and mobile apps. “Our new Online Tracking Questionnaire is designed to surface key information about how these technologies interact with user data and can help identify potential risks before they become compliance issues,” the IAB stated.
The Data Supplier Questionnaire has also been revised in light of recent FTC enforcement actions against companies like Mobilewalla and Gravy Analytics. These updates address both upstream and downstream data practices, helping clients assess how their partners handle personal data and manage their own vendor relationships. “By taking a comprehensive approach to data supply practices, you ensure that all parties in the supply chain are adhering to privacy regulations and consumer expectations,” the IAB said.
For current users of the Diligence Platform, the updates aim to enhance compliance and reduce exposure in a rapidly changing regulatory environment. For new users, the platform now offers a more complete toolkit for managing vendor risk and data privacy.
Looking ahead, IAB is developing new diligence modules focused on Data Clean Rooms (DCR) and social media. These will address privacy concerns related to shared data environments and advertising practices on social platforms.
The updates underscore IAB’s ongoing effort to keep its tools aligned with shifting regulatory standards and help the digital advertising industry stay ahead of emerging compliance risks.
