Yahoo DSP to Adopt IAB Tech Lab’s Standardized Data Transparency Labels

Yahoo DSP has become the first Demand Side Platform (DSP) to implement the IAB Tech Lab’s standardized Data Transparency Labels, a move that aims to enhance clarity within the digital advertising ecosystem. These new labels, presented in a “Nutrition Label” style, provide marketers, agencies, and data providers with essential, standardized details about audience segments. This significant development is set to elevate transparency and foster greater trust in the digital advertising space.

With the integration of the IAB Tech Lab’s Data Transparency Labels, Yahoo DSP offers advertisers an in-depth understanding of the origin, recency, and segmentation criteria of the data used in their campaigns. This provides a foundation for smarter decision-making, improved campaign performance, and enhanced accountability across the data supply chain.

“Transparency is critical to reinforce trust and drive better outcomes for advertisers,” said Giovanni Gardelli, Vice President of DSP Data Products at Yahoo. “Our adoption of IAB Tech Lab‘s Data Transparency Labels reflects our commitment to delivering the highest level of clarity and quality to Yahoo DSP partners. We are proud to lead the industry in this transformative initiative.”

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The Data Transparency Labels, developed by IAB Tech Lab, were created in response to the growing demand for consistent, reliable data transparency across the digital advertising sector. The labels offer vital information about audience segments in a standardized manner, helping advertisers make more informed decisions.

“Yahoo DSP becoming the first major platform to implement the Data Transparency Labels is a practical step forward for the industry,” said Anthony Katsur, CEO of IAB Tech Lab. “It’s a clear move toward better accountability and trust in data-driven advertising, and it sets a straightforward example for others to follow.”

The integration of Data Transparency Labels within Yahoo DSP builds on recent efforts in supply intelligence partnerships, reinforcing a broader strategy to drive innovation, support transparency, and ensure superior performance for advertisers across the globe. As marketers recognize the value of curation in both supply and data, the IAB labels represent a critical step toward enhancing data quality. These labels will be available within the Yahoo DSP interface in early 2025, offering advertisers an invaluable tool for navigating the evolving digital landscape.

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