SafeGuard Privacy has won the 2026 AdExchanger Award for Best Privacy Technology, its second win in the category and fourth straight year as a finalist. The award recognizes its role as the infrastructure behind privacy diligence in digital advertising, from powering the IAB Diligence Platform to bringing privacy diligence into IAB Tech Lab's agentic buying specs.
NEW YORK, Oct. 3, 2026 /PRNewswire-PRWeb/ -- SafeGuard Privacy has won the 2026 AdExchanger Award for Best Privacy Technology, its second win in the category and its fourth consecutive year as a finalist. The award recognizes SafeGuard Privacy's work as the infrastructure behind privacy diligence in digital advertising, including the IAB Diligence Platform and privacy diligence built into IAB Tech Lab's agentic buying specs.
"When we started SafeGuard Privacy, the industry handled privacy diligence with spreadsheets and hope," said Richy Glassberg, CEO and Co-Founder of SafeGuard Privacy. "Now it runs through a shared standard, inside the IAB Diligence Platform and the Tech Lab's agentic buying specs. Seeing AdExchanger recognize that shift, for the second time, means a lot. The next shift is already here. As AI agents start buying media on behalf of brands, diligence has to move at machine speed without losing its legal rigor. That's what we're building now, and I'm proud of the team doing it."
Glassberg brings more than three decades of experience across media, advertising, technology, and privacy, including as a member of the founding team of CNN.com and a co-founder of the Interactive Advertising Bureau.
Highlights:
- Industry standard: The IAB chose SafeGuard Privacy to power the IAB Diligence Platform and built the standardized assessments behind it.
- Agentic advertising: SafeGuard Privacy is integrated into IAB Tech Lab's AAMP 2.3, bringing privacy diligence into the Buyer Agent as media buying moves to AI agents.
- International expansion: The IAB Diligence Platform expanded to Europe through work with BVDW and Nexida in Germany, including certification for the German market.
- Legal AI: Privacy Assist™ is purpose-built AI for privacy diligence. It suggests assessment answers, drafts RFI responses, and searches across vendors, assessments, and privacy law, turning days of work into minutes.
- Legal depth: Assessments cover 24+ U.S. states and global privacy requirements, built around how data moves through advertising.
- Adoption: A thousand companies are on the SafeGuard Privacy platform, including major advertisers, top agency holding companies, and ad tech companies that span the breadth of the industry.
- Recognition: SafeGuard Privacy has won AdExchanger's Best Privacy Technology award twice and has been a finalist four consecutive years.
"Establishing a consistent approach to privacy diligence is critical to building greater accountability across digital advertising," said Michael Hahn, EVP & General Counsel, IAB. "Our work with SafeGuard Privacy on the IAB Diligence Platform has helped make privacy compliance and vendor due diligence more standardized and scalable across the industry. Congratulations to Richy and the entire SafeGuard Privacy team on this well-deserved recognition and their continued commitment to advancing privacy standards."
SafeGuard Privacy continues to build software that addresses the practical challenges companies face as advertising technology, data use, and privacy requirements become more complex.
"SafeGuard Privacy has helped us make our diligence efforts more efficient and standardized across partners. The ability to easily share assessments and the integration with the IAB Diligence Platform has helped set an industry standard and support our compliance efforts. The new agentic tools only help advance those efforts, and we are excited to leverage them," said Rachel Glasser, Chief Privacy Officer, Magnite.
As privacy diligence becomes a more fundamental part of how the advertising ecosystem operates, SafeGuard Privacy will continue investing in the standards, software and legal expertise that make it possible to do that work at scale. From the IAB Diligence Platform to the next generation of agentic advertising, the company is focused on building privacy infrastructure that can keep pace with how the industry operates – and how it continues to evolve.
About SafeGuard Privacy
SafeGuard Privacy is the only privacy compliance solution purpose-built for companies that use consumer data. It is the first legal assessment and vendor management platform for leading global brands, publishers, and Ad Tech. The IAB chose SafeGuard Privacy to power the IAB Diligence Platform, creating the industry standard for privacy regulation compliance and vendor due diligence. Standardized, comprehensive, and fully auditable, SafeGuard Privacy now includes Privacy Assist™, the first suite of privacy-specific AI tools that helps compliance and legal teams complete assessments and RFIs faster with transparency and accuracy. SafeGuard Privacy makes it easy for buyers and sellers to accelerate growth while staying ahead of fast-changing privacy risks.
For more information, visit www.safeguardprivacy.com.
Media Contact
Matt Anderson, SafeGuard Privacy, 1 9174074047, [email protected], www.safeguardprivacy.com
Lana McGilvray, Purpose Worldwide, 1 512.970.8310, [email protected], https://www.purposenorthamerica.com/
SOURCE SafeGuard Privacy
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