DigiTrust was established from an IAB Tech Lab working group with the aim of building a standardised identity service for web users. It offers a neutral identifier for ad tech companies to use instead of multiple pieces of proprietary software placed on web pages, with the aim of improving customer experience and protecting privacy.

Following the acquisition, Jordan Mitchell, founder and chief executive of DigiTrust, will continue to lead adoption, as well as becoming senior vice-president of membership and operations at IAB Tech Lab. In the new role, he will be responsible for business development, member services, compliance programs, and other operations.

Sam Tingleff, co-founder and CTO of DigiTrust and vice-president of engineering at Rubicon Project, has also been appointed as vice-president of engineering (CTO) at the IAB Tech Lab.

Dennis Buchheim, senior vice-president and general manager, IAB Tech Lab, said: "DigiTrust’s service provides a neutral ID that is useful on its own and also serves as a baseline for related commercial offerings. Our vision is to bring together Tech Lab’s expertise and technical standards portfolio with DigiTrust’s footprint, storage mechanism, and real-time services, to help move the industry forward in audience recognition, privacy controls, and more."