Partnership for Responsible Addressable Media

Cross-industry coalition focused on privacy-safe addressability standards for the open web advertising ecosystem

The Partnership for Responsible Addressable Media (PRAM) was an industry coalition launched in 2020 to address the challenges posed by the deprecation of third-party cookies and mobile advertising identifiers. Bringing together major trade associations and companies across the advertising ecosystem — including the IAB, 4A's, ANA, and numerous publishers, advertisers, and technology providers — PRAM aimed to develop technical and policy frameworks that would preserve the effectiveness of addressable advertising while respecting consumer privacy. PRAM focused on creating interoperable, privacy-compliant solutions that could work across the open web, enabling advertisers to reach relevant audiences without relying on traditional tracking mechanisms. The coalition worked on technical specifications, governance frameworks, and industry standards intended to give consumers meaningful control over their data while maintaining the economic viability of ad-supported media. PRAM's work was ultimately folded into broader industry efforts, particularly as the IAB Tech Lab took on much of the technical standards development work in this space. The coalition represented a significant moment of cross-industry collaboration during a period of major disruption in digital advertising, though its distinct identity as a separate initiative wound down as the industry consolidated its privacy and identity efforts under existing trade body structures.