DMA: Data and Marketing Association
Consumer Help

Council for Data Integrity

The future belongs to those who understand people the most
$20.2 billion

Spent to enhance consumer experiences through 3rd party audience data and data activation solutions

Consumers demand relevant experiences and for marketers to meet and exceed those expectations they must use data…and use it well. Knowing the customer and their preferences and motivations is the most critical capability to delivering seamless, personalized experiences that generate relevance and value for the consumer while delivering brand affinity and results for the marketer. Properly recognizing the customer allows brands to create seamless cross-channel relationships based on trust.

The ANA’s Council for Data Integrity is solving the industry’s most pressing challenges

Interested in joining the Council for Data Integrity?

Council for Data Integrity Members

The ANA is uniquely positioned as the only trade association that represents the entire data driven marketing and media ecosystem. ANA’s convening power pulls the industry together to ensure that innovative and disruptive marketing technologies are quickly applied for ROI.

Cross-Device ID 

RFI template that spells out in clear terms the questions marketers, agencies and publishers should be asking cross-device vendors, and the simple definitions that everyone in the identity-based marketing and media ecosystem needs to understand.

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Identity IQ 

A one-stop education portal that makes it easier to turn customer-centric marketing and media into quantifiable ROI.

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Identity Metrics Assessment Toolkit 

Standardized testing methodologies for the most common identity data metrics, so that both buyer and seller can more easily validate estimates, and all parties can reduce the gap between expectations and reality.

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Data Quality Labeling Standards 

Our goal is to define labeling standards for identity data similar to FDA food labeling requirements – so every marketer, agency, data provider and publisher understands the source ingredients and marketing value of their identity data

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Interested in joining the Council for Data Integrity?