‘It’s about time data reflected the truth’ urge IPA and ISBA as they issue call to action

The IPA and ISBA are uniting to call on marketers to defend the importance of accountable audience data that will stand up against strict independent verification.
In a new paper, called ‘A Matter of Fact’, they call for marketers to uphold the following standards:
Ensure the audience data used for trading is based on metrics and methods that comply with agreed, open industry standards
Insist those standards are upheld by independent auditing
Hold proprietary data sets to the same le