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 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.
Last month, IAB Australia published its response to the Privacy Act Review Report.
The industry body expressed its concerns that what is proposed could severely restrict digital advertising and online publishers and platforms’ ability to provide free content and services.
See also: IAB Australia publishes its response to the Privacy Act Review Report