IAB Australia has launched a Data Collaboration Platforms Explainer to help marketers, tech vendors, agencies and publishers understand the varied capabilities of, and responsible approaches to, data collaboration in digital advertising.
Prepared by the IAB Data Council and launched today at the IAB Data and Privacy Summit, the Explainer covers data clean rooms, customer data platforms, matching services, and data management platforms and includes detailed definitions, explainers, best practices, standards, and key questions to ask vendors.
Jonas Jaanimagi, Head of Tech for IAB Australia said “Data and privacy are critical and pervasive topics that offer both opportunities and responsibilities to all participants across our industry. Our Explainer seeks to provide guidance, best practices, and meaningful take aways for publishers and marketers alike in and around these important subject areas.”
Data collaboration uses various technologies to responsibly combine and analyse data sets within an organisation or with strategic partners to enable a wide range of use cases. These include uncovering new consumer insights and enabling accurate cross-screen measurement, safely collecting and managing consent signals, expanding reach, and safely creating brand-building media networks.
The Explainer helps organisations to identify the business objectives to be addressed by data collaboration and walks through the considerations including availability, architecture, analysis, application, consumer privacy obligations, controls and finally activation.
The IAB Data Council comprises representatives from thirty-one different organisations across all sides of the industry who work together to help develop commercially agnostic guidance and education in relation to use of data in the digital advertising and marketing ecosystem.
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About IAB Australia
The Interactive Advertising Bureau (IAB) Australia Limited www.iabaustralia.com.au is the peak trade association for digital advertising in Australia. It was established in 2005, incorporated in 2010 and is one of over 47 IAB offices globally. IAB globally is the leading trade association for developing digital advertising technical standards and best practice.
Locally there is a financial member base of approximately 150 organisations that includes media owners, platforms, media agencies, advertising technology companies as well marketers. The board has representation from Carsales, Google, Guardian News & Media, Facebook, News Corp Australia, Nine, REA Group, Seven West Media, Simpson Solicitors and Yahoo.
IAB Australia’s charter is to grow sustainable and diverse investment in digital advertising in Australia by supporting the industry in the following ways:
Advocacy
Research & resources
Education and community
Standards
The Charter includes a focus on standards that promote trust, steps to reduce friction in the ad supply chain; and ultimately improve ad experiences for consumers, advertisers, and publishers.