A Cross-Industry Initiative To Bring Transparency Standards To the Data Marketplace

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Today, data buyers are making billions of dollars in media spend decisions based on audience segmentation data, but few tools enable marketers to learn “what’s inside” the data segments they buy.

This is why leading marketing and media trade groups have released a beta version of a new industry standard Data Transparency Label. The new label is the product of a year-long collaboration on a “nutritional label” equivalent for audience data sets that discloses source, collection, segmentation criteria, recency and cleansing specifics.

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

(PDF file, 77 KB)

The Data Transparency Label is comprised of four descriptive sections designed to better inform buyers of each data set’s ingredients:

Interested in becoming an early adopter of the new Data Transparency Standards?

No matter if you’re a data buyer, data marketplace, or data provider - now is the time to raise your hand and get involved!

After 3 months of public comment that ended in March 2019, the data transparency requirements will be finalized and launched later this year. A parallel IAB Tech Lab compliance program will also be made available so that data sellers can demonstrate to buyers that the information contained in their data labeling is complete, accurate, and trustworthy.

This initiative is being led by:

IAB Tech Lab’s Data Transparency Standards Working Group

Click here to learn more about IAB Tech Lab’s Data Transparency Standards Working Group

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