One of the chief concerns advertiser's have about working with ad networks is that they often have significant access to data, however there is rarely transparency about its' origins. On the flip side, publishers want to make sure that how their data is utilized is 100% under their control.
So how do you know where your audience data is coming from? When you're evaluating a network, or buying segments from an exchange, here are certain things to look for and demand from your data providers.
- Industry Best Practices for Privacy – are data practices reviewed and certified compliant by NAI and IAB standards? Is the privacy policy clearly posted on the site?
- Opt-outs – as a matter of written policy, does your provider offer opt-outs?
- Anonymity – as a matter of written policy, does your provider state that it does not collect, process or store personally identifiable information? Does this extend to both online and offline data sources?
- Quality Verification – Does your provider conduct internal audits to ensure accuracy of data and intelligence? Will they guarantee that quality?
- Fair Use – What kind of contracts are in place to ensure the rights to use data and that the owners of the data are being fairly compensated?
For online advertisers, data is the foundation of all of our efforts. Whoever you partner with, it's logical to assume that if they are straightforward and honest with their data partners and with their users, they will be the same with you. The last thing this industry needs is the inappropriate utilization of data. Good practices mean good business.
