The Interactive Advertising Bureau (IAB) has released a new guide from its data taskforce, the Data Usage & Control Primer: Best Practices and Definitions. The primer is the second IAB publication in the past year that is aimed at increasing transparency in the online advertising industry with regard to the use of consumer data. While the first release addressed consumer privacy, this one has a specific focus on the business-to-business aspects of data usage and control.
The new guide can be found on the IAB website at www.iab.net/data_primer, and it explains what data can be collected online and how it should be collected. It outlines a set of best practices for businesses to follow that will foster transparency and cohesion throughout the interactive advertising industry, and it includes a lexicon of commonly used terms. The primer was developed by the IAB’s Data Usage & Control Task Force in conjunction with leaders from branded publisher sites, ad networks and data companies, and it follows last June’s release of Self-Regulatory Principles for Online Behavioral Advertising.
The IAB is comprised of more than 460 leading media and technology companies that are responsible for selling 86 percent of online advertising in the U.S. Its new primer gives the point of view of the advertising-selling community regarding the use, control and valuation of data, intended to guide the collection and use of data by all parties in the marketplace, consistent with the laws and regulations and the self-regulatory standards that apply.