Advertising industry bodies ISBA and the IPA have united to issue a joint call to arms, urging the media industry to provide more accountable and accurate data to advertisers.
In a research paper released today (1 June), the two industry bodies laid out why marketers need credible data, the perceived barriers to achieving it and, crucially, what they should be asking of all their media suppliers.
Key questions the paper raises include: “who gathers the data?”; “how is it processed?”; “has the data been independently audited?”
More specifically, the duo urged the industry to uphold the following five standards:
- Ensure the audience data used Read full story ›
Source: The Drum
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