DMA, ARF and CIMM to Develop Data Quality Labeling Standards

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Joint initiative, which looks to bring greater transparency to data market, includes Oracle Data Cloud, LiveRamp, Neustar and other DMA member companies

The Data & Marketing Association (DMA), The Advertising Research Foundation (ARF) and The Coalition for Innovative Media Measurement (CIMM) today announced that they are joining with 15 DMA member companies to develop, test and adopt standards for audience data quality and transparency.

Audience data allows marketers to deliver the most relevant and valuable offers to consumers. This desire to improve the customer experience drives billions in marketing and media spend. At a time of elevating global standards for audience-based advertising, the initiative, which is being spearheaded by DMA’s Council for Data Integrity, is designed to help marketers, agencies, data providers and publishers identify and make better decisions on high-quality, responsibly-sourced data. DMA aims to deploy a standard data label – much like an FDA-approved nutrition label – that displays data segment ingredients in a simple and transparent fashion.

“Data transparency is foundational to building consumer trust. It’s how our clients know they’re getting high-quality, responsibly-sourced data,” said Jeff Smith, LiveRamp Chief Marketing Officer. “This is our third year as a Leadership Committee member on one of DMA’s Councils. I know of no other trade association that has consistently been able to pull together such a diverse group of members, and so quickly develop practical solutions to complex industry challenges. We’re energized to be part of the Council this year, and to be at the forefront of better data quality, transparency and integrity.”

In fact, speed to market with a very practical first iteration is core to how DMA’s Council for Data Integrity is approaching this initiative. DMA’s goal is to release a proof-of-concept data quality label before year-end that discloses source, collection, segment methodology, recency and cleansing specifics, as well as compliance signals for industry self-governance and global regulatory standards.

Along with CIMM, ARF and DMA this initiative is being driven by 15 DMA member companies, including a Leadership Committee that includes LiveRamp, Neustar and Oracle Data Cloud, and a working group that includes 1-800-FLOWERS, Acxiom, Disabled American Veterans (DAV), Experian, FCB/SIX, FullContact, Morgan Digital Ventures, Moxie, Publisher’s Clearing House, TruSignal and the United States Postal Service (hear participants speak about this initiative in this short video). The DMA is issuing a call to industry leaders to join their Council for Data Integrity, which is spearheading this Data Quality Labeling Standards initiative.

“DMA is the only trade association representing the entire marketing and media value chain. Our membership diversity enables us to bring to market quickly the label that marketers, agencies and data companies all view as valuable and practical,” said Tom Benton, Data & Marketing Association CEO. “Marketers and agencies need a clear and standard understanding of the source and composition of data they are using. Transparency enables greater relevance and value to the consumer, with elevated integrity and responsibility.”

“Data quality and transparency are guiding principles for the Oracle Data Cloud, and we are committed to advancing them not only within the company but also through collaborative industry efforts such as this important DMA initiative,” said Jessica Morel, Oracle Data Cloud’s Vice President Global Marketing. “By working together to develop common standards for data quality and transparency, we can ensure that advertisers have confidence that their campaigns are reaching the right audiences and achieving their business objectives, and we are pleased to work with the DMA and other leading companies in this effort.”

“The quality of insights and the effectiveness of targeting is directly related to the integrity of data received from third party suppliers,” says Scott McDonald, President and CEO of the ARF. “We felt it essential to work with the DMA and CIMM to ensure that the advertising community has transparency into the information they are using as a fundamental basis for the sound advancement of research.”

“Increasingly, CIMM members are using audience segmentation data for greater buying precision in linear TV. As a result, buyers and sellers alike need to better understand the source and makeup of this data,” says Jane Clarke, CEO and Managing Director of CIMM. “We are delighted to be working with the DMA on this initiative as their membership represents the many kinds of data that are used across the entire media ecosystem. It is imperative through the guidance of the DMA that data providers own the transparency and integrity of their data.”

“Finding and leveraging a single source of truth for audience data remains a major challenge for marketers. Between the fraudulent bad actors, the lack of transparency in data sources and uses, and the loss of data fidelity as data passes from vendor to vendor, marketers end up relying on data that they don’t understand nor have the tools or comprehension to interrogate,” said Julie Fleischer, Vice President, Product Marketing, Marketing Solutions, Neustar. “It’s our job as leaders in the industry to create standards and governance for responsible data use and transparency. We joined forces with DMA, CIMM and ARF to help create a roadmap and standards that will future-proof these important digital channels.”

DMA’s Council for Data Integrity is a project of DMA’s Structured Innovation Program, which tackles the most complicated challenges in data and marketing from idea to rapid deployment. In 2016, the program published a Cross-Device Identity Solutions RFI Template, designed to help marketers and agencies simplify and streamline their acquisition of cross-device solutions. In 2017, the program developed a series of animated videos that demystify complexities in cross-platform people-based marketing and attribution. The six bite-sized, easy-to-consume education videos – referred to as Identity IQ– standardize the terms and definitions for these often complex topics.

For more information on DMA’s Data Quality Labeling initiative or to join the Council for Data Integrity, please visit

About DMA
Founded in 1917 and driving the data and marketing agenda for a full century, the Data & Marketing Association (“DMA”) champions deeper consumer engagement and business value through the innovative and responsible use of data-driven marketing. DMA’s brand-leading membership is made up of over 1,400 organizations that are today’s innovative tech and data firms, marketers, agencies, service providers and media companies. By representing the entire marketing ecosystem—demand side and supply side—and engaging more than 100,000 industry professionals annually, DMA is uniquely positioned to convene and guide the industry to bring win/win solutions to the market and ensure that innovative and disruptive marketing technology and techniques can be quickly applied for ROI.

DMA advances the data-driven marketing industry and serves its members through four principal pillars of leadership: advocating for marketers’ ability to responsibly gather and refine detailed data to identify and fulfill customer needs and interests; innovating to bring solutions forward to the data & marketing ecosystem’s most vexing challenges; educating today’s members of the data & marketing ecosystem to grow and lead marketing organizations in the ever-increasing omnichannel world; and connecting industry participants to stay current, learn best practices and gain access to emerging solutions through &THEN – the largest global event for data-driven marketing – and DMA’s portfolio of other live events.

About The ARF
Founded more than 80 years ago, the ARF is dedicated to creating, curating, and sharing objective, industry-level advertising research to enable members to make a true impact on their advertising and build marketing leadership within their organizations. It has 400 members from leading brand advertisers, agencies, research firms, and media-tech companies.

About CIMM
The Coalition for Innovative Media Measurement (CIMM) is comprised of leading video content providers, media agencies and advertisers that aim to promote innovation and foster efficiencies in audience measurement for television and cross-platform video. CIMM explores and identifies new methodologies in audience measurement and verifies these approaches through a series of pilot tests and studies conducted with independent measurement companies. CIMM’s primary focus is on two key areas: the current and future potential of television measurement through the use of return-path data, and new methods for cross-platform media measurement.

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