adDurr

adDurr is a proposed framework for durable, verifiable advertising data management and delivery. It defines a standard for recording ad impressions, clicks, and consent events in a tamper-evident ledger to improve transparency and measurement in digital advertising.

The system is built around client-side durable tags and a consent-enabled ledger. Impressions and engagement events are cryptographically attested and periodically anchored to an append-only log. Privacy-preserving techniques, including differential privacy and zero-knowledge proofs, may be used to limit data exposure while allowing cross-network verification.

History: The concept was introduced by researchers in the AdDurr Consortium in 2022, with initial white papers and pilots in 2023. The first public specification, version 1.0, was released in 2024 and has been cited by advertisers and tech vendors experimenting with verifiable advertising data.

Impact and reception: Proponents say adDurr could improve measurement accuracy and reduce ad fraud, while critics warn of complexity, performance overhead, and potential vendor lock-in. Real-world adoption remains limited to pilot programs and controlled deployments.

References: AdDurr Consortium White Paper (2023); Pilot Report on AdDurr Implementations (2024).