ISBA and IPA look to ‘galvanise’ advertisers with rallying cry for more data accountability

Advertising industry bodies ISBA and the IPA have united to issue a joint call to arms, urging the media industry to provide more accountable and accurate data to advertisers.
In a research paper released today (1 June), the two industry bodies laid out why marketers need credible data, the perceived barriers to achieving it and, crucially, what they should be asking of all their media suppliers.
Key questions the paper raises include: “who gathers the data?”; “how is it proces