BPA Worldwide Certifies Exelate's B2BX Audience Data

BPA Worldwide, the global not-for-profit assurance provider, on Thursday said it certified Nielsen-owned eXelate’s online B2B audience data, dubbed B2B X.

The certification is another move toward improved transparency as ad trade bodies and other stakeholders call for greater attention to the issues surrounding transparency in data and advertising. “Our BPA certification continues to validate our commitment to delivering data that powers the most complete view of the consumer and the highest ROI solutions,” stated Mark Zagorski, EVP of the Nielsen Marketing Cloud.

The BPA certification process verified eXelate’s data management policies and procedures are in compliance with the Interactive Advertising Bureau’s Data Best Practices Guidelines. To earn the certification, eXelate underwent a review of its data quality policies and procedures, focusing on data acquisition, data filtering, measurement and reporting, data segment creation and controls, data protection and privacy, and more.

“Exelate has made significant investments in data quality, including subjecting its entire data management process to independent, third-party certification,” stated Richard Murphy, senior vice president, technology assurance, BPA Worldwide.

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