Data management platform (DMP) and data provider eXelate on Tuesday announced that independent auditing organization BPA Worldwide has certified eXelate’s online B2B audience data.
BPA historically audited the print circulation of magazines and has, in the digital age, transitioned to auditing audience counts.
“The BPA certification speaks directly to the quality of our B2B data,” asserted David Fischer, SVP of sales and account management at eXelate. “Today it is all about the data, not the media.”
"The entire industry is moving toward increased accountability and transparency,” Richard Murphy, SVP at BPA Worldwide, said to Real-Time Daily.
Murphy acknowledged that BPA certification is not a necessity -- instead calling it a “nice to have” -- but contends “today’s ‘nice to have’ third-party audit will be table stakes in the near future.”