Demandbase, an end-to-end ABM software provider, joined the World Wide Web Consortium (W3C), the main international standards organization for the World Wide Web, to help define the protocols and guidelines needed to balance buyer privacy with data-driven prospect targeting strategies.
W3C is made up of member organizations that maintain full-time staff working together in the development of standards for the World Wide Web. As part of its membership, Demandbase plans to use its knowledge of digital advertising, buyer privacy and buyer data to help shape the new privacy protocols.
"We're proud to be part of W3C, which is widely respected as a community leader of ideas and practices in the digital space," said Juan Alvarado, VP of the Advertising Cloud at Demandbase, in a statement. "Together, alongside other members and the W3C full-time staff, we'll work to shape the future of online advertising and privacy. We have a strong point of view about these issues at Demandbase, formed through experience and robust data, and are looking forward to drawing on both as we help to further W3C's important mission."