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.