IAB Launches Data Maturity Model

In New York, the Interactive Advertising Bureau (IAB) and its Data Center of Excellence have launched a benchmarking system called the IAB Data Maturity Model, enabling users to determine how 'sophisticated' is their use of data.

Launched in January, the Data Center of Excellence is an independently funded unit within IAB, with a remit including the set-up of research projects, hosting of events and development of best practice guidelines. The new benchmark has been developed by the center and its founding members - Acxiom, comScore, Conversant, Experian, GfK, Integral Ad Science, LiveIntent, MediaMath, Nielsen Marketing Cloud, Oracle, and The Weather Company - to help brands, agencies, publishers, and data technology vendors understand their clients' use of data across digital media and the advertising marketplace.

The model provides checklists to help companies understand exactly where their strengths and weaknesses lie across data collection, data processing, data activation, and organizational readiness for data-driven initiatives. Companies will receive a score based on their response to the questions in the checklists. If the organization receives less than 12 overall points, it signifies a low data maturity, while 12-20 denotes a medium level of maturity, and more than 20 indicates the company is at an advanced level. Once the rating has been determined, management can refer to the model to determine steps for improvement.

Patrick Dolan (pictured), IAB EVP and COO, comments: 'Sophisticated digital data collection and usage provides a competitive advantage in today's digital media and advertising marketplace. This model is a tool that industry leaders can use to help unlock the value of their data'.

Web site: www.iab.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.