The Partnership for Responsible Addressable Media (PRAM) – an initiative launched last year by a group of major advertising trade associations, brands, agencies, and ad tech and martech companies – is calling on the advertising and media industry to contribute addressability code for collaborative development.

PRAM is looking for contributions that are operational, support the advancement of new addressability and accountability standards, and fuel commercial innovation, while aligning with the principles set out by PRAM at its launch.

“After months of work by hundreds of companies across Partnership working groups to develop business use cases, evaluate legal and policy implications, and set the technology framework, the Partnership is ready to start accepting concrete and actionable contributions from companies,” said Bill Tucker, Executive Director of the Partnership. “Put simply, we understand the issues that need to be addressed for consumer-friendly addressability and now we can start evaluating which keys might be able to unlock those issues.”

All contributions will be referred to PRAM’s Technical Standards and Privacy, Policy, and Legal Considerations working groups, as well as being calibrated against the business use cases identified by the Business Practices working group. These business use cases will be released in a compendium by the end of this month.

PRAM also plans to make announcements around standards and guidance from the Technical Standards working group – which is led by IAB Tech Lab – and the Privacy, Policy, and Legal Considerations working group at some point later in the first half of the year.

PRAM is made up of the likes of the Association of National Advertisers, Interactive Advertising Bureau, World Federation of Advertisers, AT&T, Ford, Mastercard, Unilever, Publicis Media, NBCUniversal, Adobe, and The Trade Desk, among others.