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:

Get involved in developing 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 and refine the Data Transparency Label. No matter if you’re a buyer, platform, publisher, or data seller – we want to hear from you. Your participation and feedback in this important industry initiative will help us refine the label with your needs in mind.

This initiative is being led by:

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