The introduction of nutrition labels on food packaging has made it easier for us to make healthier decisions by giving a sense of transparency.
So why not take this approach to digital marketing?
Well, that’s exactly what the IAB is trying to do with its new ‘DataLabel’.
The initiative sets out to show exactly where specific data has come from, how it was collected and if it was manipulated in some way.
Based on the US Data Transparency Standards, the IAB wants to lift the lid on various data segments for data buyers.
It is hoped the initiative will promote higher-quality data for advertisers, through demanding data providers give a minimum set of details.
Programmatic advertising is particularly dependent on data quality and yet research shows both advertisers and agencies are not confident in the data used to power real-time bidding.
The IAB Australia Data Council has now launched local testing of DataLabel.
“IAB Australia’s Data Council has been excited about this project for some time now, having been directly involved as an active participant in reviewing, testing and constructively feeding back on the global beta of DataLabel,” said IAB Australia tech lead Jonas Jaanimagi.
“We’re delighted to be able to now launch the active testing of these standards here locally, invite both sellers and buyers to participate via admissions of interest and believe that this will become a critical industry standard for data in terms of consistency, quality assurance and transparency.
“We want to better support marketers in the short term, whilst also setting the foundations of how we responsibly engage with and educate consumers in the longer term.”
Nine has named the judging panel for its much-anticipated State of Originality, Australia’s richest advertising award, aimed at making State of Origin the equivalent of Australia’s Super Bowl in advertising terms. Announced at Nine’s Upfront last September, the winning campaign will take home much more than a trophy – there’s $1 million in advertising inventory […]
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Judging by the hangovers in the B&T office today you can count yourself damn lucky we even managed this photo thingy.
Launch marketing specialists Five by Five Global have been appointed by FutureFeed to develop their brand, international certification trademark and go to market strategy. The innovative livestock feed ingredient developed by CSIRO, Meat and Livestock Australian and James Cook University uses a specific genus of seaweed, Asparagopsis, which significantly reduces methane emissions in ruminant livestock. […]
Andrew Knowles, partner and co-founder of the corporate communications consultancy Shoebridge Knowles Media Group (SKMG), has won the PR category in the 2021 B&T 30 Under 30 Awards. Knowles received the award at a ceremony in Sydney last night, claiming victory in a highly competitive field that included leading executives from some of Australia’s biggest […]