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:
- Data Solution Provider and Distributor Information – Who provided the data segment, inclusive of contact information, for both data solution distributor and, where applicable, original data provider;
- Audience Construction – How the segment was constructed, inclusive of details such as audience count, any applicable modeling or cross-device ID expansion that may have been applied, audience refresh rates, and event lookback window for inclusion;
- Audience Snapshot – What audience segment the label describes, including both the provider’s branded audience segment name as well as the most relevant segment name from a new standardized taxonomy, a top-line audience description and applicable geographic coverage;
- Source Information – Where the original data components were sourced. Required for each significant data source, this component includes details on data provenance, data collection techniques, refresh frequency, and event lookback window.
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:
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