U.S. ad industry launches data transparency label

The Association of National Advertisers (ANA) along with the IAB Tech Lab, the Coalition for Innovative Media Measurement (CIMM) and the Advertising Research Foundation (ARF) have launched the Data Transparency Label to help marketers clean up their data footprint. The new label was unveiled on October 1 at Advertising Week 2018 in New York.

The initiative was inspired by traffic light labelling on food packaging in place or proposed in several countries. It was developed as an industry standard “to help reputable marketers, fundraisers and agencies better leverage data in a responsible manner, to enable the delivery of increasingly-relevant messages to consumers and donors and to improve the overall consumer experience with content and advertising”.



The label discloses:

• Data solution provider and distribution information – who provided the data segment


• Audience snapshot – what audience segment the label describes


• Audience construction – how the segment was constructed


• Source information – where the original data components were sourced

A centralised database on the label information and a compliance programme on disclosure, certification and validation will also be launched soon.

For more information, please contact ANA.