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 developed a new Data Transparency standard that contains up to 20 new standardized disclosure fields. The standard is the product of a two year long collaboration on a “nutritional label” equivalent for audience data sets that discloses information that helps buyers determine audience data quality, including things like recency, provenance, segmentation criteria, and more.
Just like a 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)