2020 will see data provenance taking center stage

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 30, 2019, 12:25 PM UTC

Data transparency has become as important as financial transparency.

“Data provenance” is a term for knowing if the data used for targeting is fake. This article argues that accuracy and legitimacy of data will claim the spotlight in 2020 instead of kickbacks, rebates and undisclosed fees.

The author says that distinguishing between “good” and “bad” data has been tricky for advertisers, as data brokers don’t divulge much information to avoid losing their competitive advantage. This has left advertisers vulnerable to inaccuracies in audience segmentation, ranging from information on foot traffic attribution to spoofed and unverifiable location data purchased by them.

2020 onwards, the GDPR and CCPA will push data transparency to the forefront. An executive at a global advertiser says that they have formed an in-house team to start verifying the source and quality of the data bought from ad tech firms.

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