The Interactive Advertising Bureau (IAB) today announced the release of "Data Usage & Control Primer: Best Practices & Definitions," a guide pioneered by the IAB's Data Usage and Control Taskforce.
Developed in conjunction with leaders from branded publisher sites, ad networks and data companies the Primer is "a collective effort to answer a need in our industry," said Patrick Dolan, EVP, CAO, and IAB leader on the IAB Data Usage & Control Task Force. "It addresses and helps resolve the contractual and competitive challenges that surround data usage and collection within the interactive advertising industry."
The report explains in plain terms what data can be collected online and how that data should be collected:
- Outlines the mechanics of online behavioral advertising and data collection and identifies the parties currently participating in the industry
- Sets out a point of view of the advertising-selling community regarding the use, control and valuation of data
- Proposes business-to-business (B2B) best practices for data usage and control
- Assembles a comprehensive lexicon of interactive advertising data definitions
The Primer is the latest addition to the IAB's efforts to increase transparency and improve data security. In July 2009 the IAB joined the nation's largest media and marketing trade associations in the release of "Self-Regulatory Principles for Online Behavioral Advertising"
While the Privacy Principles address consumer privacy, the Primer was created to specifically focus on the B2B aspects of the use of data in digital advertising and marketing. It aims to define the data landscape as it exists today and to suggest a set of recommended B2B best practices to guide the collection and use of data by all parties in the marketplace, consistent with the laws and regulations and the self-regulatory standards that apply.
"This document is an invaluable resource for all areas of the ecosystem and it's the first time any organization has tackled the task of defining the data landscape," said Randall Rothenberg, President and CEO of the IAB. "Data is what makes interactive advertising work for everyone--marketers, agencies, publishers and most importantly, consumers."