THE DMA’S PROPOSED National Suppression File, due to be launched in August, is under attack from data marketing agencies offering equivalent products. The DMA file will include data from the National Register of Deaths, as well as consumer and commercial ‘gone-aways’ from the Royal Mail. Mark Roy, a director of data agency REad Group says it will support the DMA initiative but 'we will end our involvement and support - if it ceases to be a profitable enterprise for us'. DMA development director David Robottom argues that the DMA file will have a clear advantage over other ‘gone-away’ lists because it will be the only truly universal product on the market. Meantime, the contract to manage the National Suppression File is up for grabs and the DMA expects to announce a shortlist within weeks.
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