IAB Tech Lab Seeks Input to Digital Ad Data Guidelines

Another invitation to comment... Following last week's report that the Insights Association are encouraging input to the FCC consultation on TCPA, the IAB Tech Lab is seeking expert views on best practice in the collection of data used to target, personalize, and measure digital ads.

The Data Transparency Framework 1.0 was released yesterday and looks to establish guidelines on sourcing disclosures for those collecting the data, The Lab says the proposal will 'introduce ID-level transparency into a largely opaque marketplace where data segment composition is difficult to evaluate', and notes that and collection and usage practices are increasingly scrutinized via GDPR and other legislation.

The Framework includes a new set of minimum disclosure requirements for data sellers; an open API to structure and communicate information among supply chain participants and ease implementation requirements; and supporting compliance programs. It aims to bring 'much needed clarity to engagements between data providers, marketers, and consumers - especially vital in a consumer prrivacy and consent-driven environment'.

At the same time, the body has released a companion resource, Audience Taxonomy 1.0, which provides standard segment names that data sellers can reference, making it 'easier for buyers and platforms to compare and consider conceptually similar data segments'. Comments on this are also invited.

IAB Tech Lab's SVP and General Manager Dennis Buchheim (pictured) says the body is also developing standards to bring similar transparency to identity management offerings; and to improve efficiency and safety in audience recognition, having acquired the DigiTrust ID service. 'Together, these efforts enable more effective use of data in marketing and help improve consumer ad experiences - ultimately supporting digital marketing's ongoing role in funding content and services'. David Justus, Vice President, Data Acquisition and Operations at Lotame and Co-Chair of the Lab's Data Transparency Standards Working Group, says the move 'marks the start of a new era for the data business', explaining: 'Finally, the market will recognize and value data as the unique and differentiated product it is. The Framework will end the false notion that data is a commodity'.

The public comment period will run through July 16th, 2018 - comments can be emailed to ben@iabtechlab.com and the documents can be reviewed at www.iabtechlab.com/data-transparency .