There was an unexpected error authorizing you. Please try again.

IAB Tech Lab Finalizes Data Transparency Standard & Compliance Program to Advance Data Collection Best Practices


3W.relevanC, Dstillery, Epsilon, Hearst Magazines, LiveRamp, Meredith, Neustar,
Oracle Data Cloud & Pandora Will Work to Adopt the Standard and Compliance Program


NEW YORK, NY (June 27, 2019) –  The IAB Technology Laboratory today announced the completion of version 1.0 of its Data Transparency Standard and the launch of an affiliated Data Transparency Standard Compliance Program. Available for adoption today, these programs are aimed at establishing minimum disclosure and transparency standards for any company that collects audience data for targeting, personalization, or measurement of digital advertising, and ultimately to encourage more informed data usage. Similar to manufacturers being required to provide a nutrition label on packaged foods, the standard asks data providers to offer details that inform segment quality, addressing things like segment recency, provenance, and segmentation criteria.

Encouraging broad marketplace adoption, the IAB Tech Lab’s compliance program will be available to any organization that offers data, whether syndicated separately or bundled alongside with media, and is also open to adoption by data marketplaces where data is bought and sold.

Companies that agree to be part of the program will go through an annual business audit to confirm that the information provided within the labelling is reliable, that the organization has the necessary systems, processes, and personnel in place to sustain consistent label completion at scale, and that a label can be produced for all in-market segments available. Organizations that complete the program will be issued an IAB Tech Lab compliance seal confirming their adherence to transparency principles and best practices. 

Industry leaders 3W.relevanC, Dstillery, Epsilon, Hearst Magazines, LiveRamp, Meredith, Neustar, Oracle Data Cloud, and Pandora were key architects of the program’s final requirements, and will work to adopt the standard and associated compliance program. Following completion of a pilot period with these companies, the compliance program will be available to the broader market.

“Data transparency is a table-stakes requirement to ensure responsible and effective use of audience data—and companies that provide consistent access to detailed information about their data will attract more business,” said Dennis Buchheim, Executive Vice President and General Manager, IAB Tech Lab. “Taking part in the corresponding compliance program will further differentiate an organization, affirming their full commitment to the highest standards.”

For more information on the IAB Tech Lab Data Transparency Standard and Compliance Programs, please visit or IAB Tech Lab’s compliance website at


About IAB Technology Laboratory

The IAB Technology Laboratory (Tech Lab) is a non-profit consortium that engages a member community globally to develop foundational technology and standards that enable growth and trust in the digital media ecosystem. Comprised of digital publishers, ad technology firms, agencies, marketers, and other member companies, IAB Tech Lab focuses on improving the digital advertising supply chain, measurement, and consumer experiences, while promoting responsible use of data. Its work includes the OpenRTB real-time bidding protocol, ads.txt anti-fraud specification, Open Measurement SDK for viewability and verification, VAST video specification, and DigiTrust identity service. Board members include ExtremeReach, Facebook, Google, GroupM, Hearst Digital Media, Index Exchange, Integral Ad Science, LinkedIn, LiveRamp, MediaMath, Microsoft, Neustar, OpenX, Oracle Data Cloud, Pandora, PubMatic, Quantcast, Rakuten Marketing, SpotX, Telaria, The Trade Desk, Twitter, Verizon Media Group, Xandr, and Yahoo! Japan. Established in 2014, the IAB Tech Lab is headquartered in New York City with staff in San Francisco, Seattle, and London. Learn more at


IAB Media Contact

Laura Goldberg