Eyeota Earns Data Transparency Certification

Audience technology platform Eyeota has achieved certification from the IAB's Tech Lab industry standards body for the latter's recently launched 'Data Transparency Standard Compliance Program'.

Eyeota's audience tech platform helps marketers, data owners and research companies understand customers and enhance their marketing strategies. The firm, which last year raised $12.5m in a Series B round of funding, has a broad range of partners including GfK, Ipsos, Oracle, Kantar, YouGov, Roy Morgan and Dynata.

Rolled out a year ago, the IAB Tech Lab Data Transparency initiative provides baseline standards to the industry, to help marketers better understand what is inside data segments. Processes are audited by a company independent of IAB Tech Lab, and the award means those buying Eyeota data can see an outline of what is included in the audience segment before it is used in a campaign or initiative.

IAB Tech Lab President Dennis Buchheim (pictured) comments: 'Transparency from data providers is becoming a prerequisite for responsible and effective application of audience data, especially given growing regulatory and consumer scrutiny of data usage. Companies that provide consistent access to detailed information about their data will be differentiated, and being certified as compliant can further differentiate an organization, affirming their full commitment to the highest standards'.

Web sites: www.eyeota.com and www.iabtechlab.com .