Eyeota awarded Australia’s first IAB Tech Lab data compliance certification

Audience tech platform Eyeota is the first company in Australia or New Zealand to be given a data transparency compliance seal from the IAB Tech Lab.

The certification is awarded to data companies who pass an audit by an independent company. The third party must certify that methodology around data collection, processing and modelling met the IAB Tech Lab standards for data transparency.

Eyeota business development director Jimmy Aoun

The IAB Technology Laboratory (Tech Lab) is a non-profit consortium that engages a member community globally to develop foundational technology and standards that enable growth and trust in the digital media ecosystem.

Its Data Transparency Label initiative was launched in 2019 with a goal to set baseline standards for every marketer, agency, data provider and publisher a clear view of the syndicated audience segments they use.

Eyeota ANZ business development director Jimmy Aoun called the initiative “ground-breaking” for the marketing industry. “We have always been committed to providing our clients with quality data,” he said.

“Data is increasingly used to maximise efficiency in marketing and drive broader business decisions in the ANZ market, so it is critical to have a transparent understanding and confidence of what data you are buying. This globally aligned initiative is ground-breaking for our industry.”

As part of the process, marketers who purchase Eyeota data will receive an outline of the data in each audience segment before it is activated.

Eyeota says the process empowers customers to analyse and compare data, and also removes barriers and provides global consistency in terminology to give marketers more confidence when reaching their audiences.

Audience technology platform Eyeota

IAM Tech Lab president Dennis Buchheim said the growing scrutiny over data usage has made thrust transparency from data providers into the spotlight.

“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,” he said.

“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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