New Ideas in Marketing
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Multiple data formats make it difficult for marketers to interpret data files accurately. 

This piece argues that the data formats should be standardised for all metadata used among ad exchanges, servers, DMPs, DSPs and agencies. It can maximise the value of ad exposure data and enable automation, increased speed and scalability, while also promoting transparency and seamless interoperability across the ad ecosystem.

Marketers now have access to almost as many as 200 different data formats. Several institutions, including Ad-Id, Coalition for Innovation Media Measurement (CIMM) and IAB Tech Lab, among others, have made progress against this goal, but there is more to do.

The author contends that the industry associations like IAB Tech Lab and CIMM should collaborate to standardise metadata. The ad tech industry needs to prioritise standard metadata within the industry to reduce or remove multiple variations of data formats and standardise data.

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[3 minute read]

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