By Luís Daniel Rijo in Data News — Sep 1, 2020

Eyeota earns certification from the IAB Tech Lab for its Data Transparency

Data Transparency Standard, launched in 2019, aims to establish a minimum disclosure and transparency standards for any company that collects audience data for targeting or measurement.

Eyeota

Eyeota today announced that it has achieved certification from the IAB Tech Lab for its Data Transparency Standard Compliance Program. Eyeota says it is one of the first companies globally to be awarded with the data transparency compliance seal.

“Since we founded Eyeota a decade ago, quality, transparency and privacy have always been at the heart of our business,” said Kristina Prokop, CEO and co-founder of Eyeota. “Data is increasingly used to maximize efficiency in marketing and drive broader business decisions. It is critical to have a transparent understanding of what data is actually being bought, how it was collected and how securely that data has been retained.”

According to IAB Tech Lab, the Data Transparency Standard, launched in 2019, aims to establish a minimum disclosure and transparency standards for any company that collects audience data for targeting, personalization, or measurement of digital advertising, and ultimately to encourage more informed data usage.

Companies that agree to be part of the Data Transparency Standard Compliance Program go through an annual business audit to confirm that the information provided within the labelling is reliable, that the organization has the necessary systems, processes, and personnel in place to sustain consistent label completion at scale, and that a label can be produced for all in-market segments available.

“Transparency from data providers is becoming a prerequisite for responsible and effective application of audience data, especially given growing regulatory and consumer scrutiny of data usage,” said Dennis Buchheim, President, IAB Tech Lab. “Companies that provide consistent access to detailed information about their data will be differentiated, and being certified as compliant can further differentiate an organization, affirming their full commitment to the highest standards.”

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