Taking a page from the Food and Drug
Administration’s packaged food nutrition labels, the ad industry today is unveiling the beta version of a standardized “data transparency label.”
The new label, which mimics the nutrition label look and style, was
developed by the Association of National Advertisers’ Data Marketing & Analytics (DMA) division, the Interactive Advertising Bureau’s Tech Lab, the Coalition for Innovative Media
Measurement (CIMM) and the Advertising Research Foundation (ARF).
The label, which mimics the look and style of the FDA’s nutrition label, replaces nutrients fields with ones
disclosing the source, collection, segmentation criteria, recency and cleansing specifics.
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The trade groups said they are seeking public comments on the proposed label for six
months, and that they will create a centralized database to “house the label information, as well as an associated compliance program that will govern disclosure, certification and
validation.”
The groups did not state how, where and when the label would be displayed on data products and services, but said interested parties can "test-drive" versions of
the label at DataLabel.org or within a variety of participating digital DMPs (data management platform) and DSPs (demand-side platforms).
The label’s fields of data
include:
Data Solution Provider and Distributor Information
Who provided the data segment, inclusive of contact information, for
both data solution distributor, and where applicable, original data provider;
Audience Snapshot
What audience segment
the label describes, including both the provider’s branded audience segment name as well as the most relevant segment name from a new standardized taxonomy, a top-line audience description and
applicable geographic coverage;
Audience Construction
How the segment was constructed, inclusive of details such as
audience count, any applicable modeling or cross-device ID expansion that may have been applied, audience refresh rates, and event lookback window for inclusion;
Source Information
Where the original data components were sourced. Required for each significant data source, this component includes details on data
provenance, data collection techniques, refresh frequency, and event lookback window.
