DMA: Data and Marketing Association
Consumer Help

Council for Data Integrity

The future belongs to those who understand people the most

Data Transparency Label

Join forces with the industry’s top data management experts

Marketers spend billions every year on audience segment data to deliver relevant advertising and valuable offers to consumers. Yet the measures of data quality are often unknown. Sifting through disparate data sources and descriptors without the weight of independent verification calls into question claims of validity, recency, completeness and accuracy. With the future of marketing resting on high-quality identity and audience segment data, the foundation of quality can no longer be guesswork.

That’s why four leading industry trade bodies have partnered to create a cross-industry Data Transparency Labeling standard. In partnership with IAB’s Tech Lab, the Advertising Research Foundation (ARF) and the Coalition for Innovative Media Measurement (CIMM), members of ANA’s Council for Data Integrity have developed a Data Transparency Label that enables the data services community to provide marketers and agencies with the insights they need to be assured that the data they are using is accurate, reliable and of the highest quality. And most importantly, the Program will have the weight of independent verification, thus providing data users to power their marketing and media spend with full confidence.

Just like an FDA Nutrition Label, the industry’s Data Transparency Label will give every marketer, agency, data provider and publisher a clear view of the source ingredients of the syndicated audience segments they use

Get Involved in the Proof of Concept

Now is the time to raise your hand and get involved!

Through March 2019, you’ll have the opportunity to test the Data Transparency Label when you include audience segment data with your media buys. Your participation and feedback in this important industry initiative will help us refine the Label with your needs in mind.

Please send an email indicating your interest to Participate@datalabel.org

What to expect next

  1. You will receive an email once an initial set of Labels has been populated on datalabel.org
  2. We currently plan to run the PoC through March 2019
  3. We intend to release the Data Transparency Label during Q2 next year

You’ll be in Good Company

Four Leading Industry Trade Bodies

20 top Data, Marketing and Media brands 

Interested in joining the Council for Data Integrity?