How Data Transparency Labels could lead to healthier marketing

Data plays a central role in almost every aspect of marketing, but it has been challenging for brand custodians to ascertain the quality of the information at their disposal.

Marketing data needs an urgent health check.

“Audience data is foundational today in all of marketing and media across channels, particularly in digital,” insisted David Kohl, president/CEO of TrustX – a private programmatic marketplace owned by Digital Content Next, the publishing trade body, that boosts such members as ABC, Hearst, NBCUniversal, and Univision.

David Kohl, president/CEO, TrustX

“Here’s the problem: It is the basis for so much of what we do in marketing and media. But for most companies that are buying audience data, [and] that are relying on third-party audience data in particular, there is a large gap between...

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