Meredith Corporation and Hearst Magazines announced intent to adopt the IAB Tech Lab’s new proposed data labeling standard and compliance program developed for advertisers’ use, scheduled for release later this year. The new standard is being developed by the IAB Tech Lab’s Data Transparency Standards Working Group, a collection of more than 100 organizations that collectively constitute the data supply chain. The proposed standard establishes minimum disclosure requirements for anyone making data available to buyers – including points such as age, provenance and segmentation criteria – and aims to help advertisers make more informed decisions about the data they choose to use, Meredith said in a press release. Publishers hope the new standard will make it easier for advertisers to measure performance across partner platforms.
