Eyeota, the leading audience technology platform enabling the intelligent use of data, today announced it achieved certification from the IAB Tech Lab for its Data Transparency Standard Compliance Program. Eyeota is the first in Australia/New Zealand to be awarded the data transparency compliance seal.
“We have always been committed to providing our clients with quality data. Data is increasingly used to maximise efficiency in marketing and drive broader business decisions in the ANZ market, so it is critical to have a transparent understanding and confidence of what data you are buying. This globally aligned initiative is ground-breaking for our industry,” said Jimmy Aoun [feature image], Business Development Director, Eyeota ANZ.
In 2019, IAB Tech Lab launched its Data Transparency Label initiative to bring baseline standards to the industry to help give every marketer, agency, data provider and publisher a clear view of the syndicated audience segments they use.
To earn the certification, data companies are audited by a company independent of IAB Tech Lab who certified that the Eyeota methodology around data collection, processing and modelling met the standards for data transparency. This now enables marketers who purchase Eyeota data to receive an outline of what is included in the audience segment before it is activated.
This approach empowers customers to analyse and compare data sets in a way that removes barriers and provides global consistency in terminology, giving marketers more confidence when reaching their audiences.
“Transparency from data providers is becoming a prerequisite for responsible and effective application of audience data, especially given growing regulatory and consumer scrutiny of data usage,” added Dennis Buchheim, President, IAB Tech Lab. “Companies that provide consistent access to detailed information about their data will be differentiated, and being certified as compliant can further differentiate an organization, affirming their full commitment to the highest standards.”
Please login with linkedin to commenteyeota
The Australian Made logo has confirmed its international appeal, with new Horizon Consumer Science research finding 97 per cent of overseas consumers have a positive first impression of the iconic green and gold kangaroo. The research, which was carried out in six diverse export markets, found that more than two thirds (70 per cent) of […]
Dulux has appointed DDB Melbourne as its sole creative and strategy agency following a competitive pitch. As a result of the appointment, the agency will lead strategy and creative for Dulux’s Decorative paints and coatings portfolio of brands, including Dulux, British Paints, and Berger. Dulux GM of Marketing, Strategy & Growth, Richard Hansen said: “Previously […]
Candice Ayad has worked with strong, powerful women leaders. But they lacked two fundamental qualities in their leadership, which, she says, will be critical within businesses going forward. The Women in Media Awards, presented by Are Media, are just days away, with the best of Australian media set to be recognised and celebrated for their […]
B2B marketers could learn a thing or two from their B2C colleagues, argues WP Engine VP APAC sales Mark Randall in this guest post. It surprises me how many B2B organisations are not quite hitting the mark when it comes to reaching their audience. When talking directly to businesses, many brands are missing an opportunity […]