{"id":993,"date":"2021-06-15T08:00:38","date_gmt":"2021-06-15T12:00:38","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/06\/15\/how-to-build-a-data-quality-playbook-for-2022-and-beyond\/"},"modified":"2021-06-15T08:00:38","modified_gmt":"2021-06-15T12:00:38","slug":"how-to-build-a-data-quality-playbook-for-2022-and-beyond","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-build-a-data-quality-playbook-for-2022-and-beyond\/993\/","title":{"rendered":"How To Build A Data Quality Playbook For 2022 And Beyond"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376256 = window.plc376256 || 0;\n            document.write('<' + 'div id=\"placement_376256_' + plc376256+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376256, [300,250], 'placement_376256_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376256++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><strong><em>By Chris Hogg, EMEA Managing Director, <a href=\"https:\/\/www.lotame.com\/\">Lotame<\/a><\/em><\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The digital advertising industry is a space of constant evolution. From the emergence of smartphones to the adoption of Connected TV, to the laser-focus on data privacy, ongoing developments continue to transform online advertising.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">With data being the oil of the digital ecosystem, the progression away from third-party cookies is the latest wave rocking the boat. Marketers and media owners are looking to futureproof their data practices, to ensure they can leverage the quality insights necessary for addressability in a post-cookie world. Every consumer action \u2013 and inaction \u2013 in the digital landscape offers useful data, so how can this be harnessed in advertising\u2019s privacy-centric future?<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">By tackling current challenges and expanding on best practices, marketers and media owners can write a data quality playbook that sustains addressability in the years ahead.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n\n\n<h4 class=\"wp-block-heading\"><strong>The industry&rsquo;s key data challenges<\/strong><\/h4>\n<p class=\"wp-block-paragraph\"><strong>Keeping up with consumer behaviours <\/strong>\u2013 In the past year, the global pandemic has caused rapid shifts in digital-first buying patterns, making it challenging to connect with consumers at the optimal moment. Timely targeting is critical for maximising campaign effectiveness, but the data-driven capabilities to achieve this face an uncertain future.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Moving beyond third-party cookies <\/strong>\u2013\u00a0 The phasing out of third-party cookies will mean the ad industry must develop compliant, sustainable and scalable alternatives to building addressable audiences, but there is no silver bullet solution to meet everyone\u2019s needs.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Adopting first-party data <\/strong>\u2013 Although first-party data will play a part in digital\u2019s future,\u00a0 <a href=\"https:\/\/www.lotame.com\/global-survey-report-beyond-the-cookie-the-future-of-advertising-for-marketers-publishers\/#form\">44%<\/a> of marketers are unconvinced publisher first-party data will fill the void left by the removal of third-party cookies. Their primary concerns stem from a lack of accessibility to first-party data and, after the disruption of COVID-19, its accuracy. Supplemental information is, therefore, a necessity when finding new audiences and guaranteeing results.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Ensuring data enrichment <\/strong>\u2013 The need for multiple data sources is especially prevalent for media owners. They rely on a cocktail of data to successfully reach and engage audiences, with <a href=\"https:\/\/www.lotame.com\/global-survey-report-beyond-the-cookie-the-future-of-advertising-for-marketers-publishers\/#form\">44%<\/a> using survey and panel data, 38% leveraging marketer data, and 19% tapping into second-party data from other publications. As a result, finding quality data partners is a challenge for over a quarter of publishers as they seek out better data enrichment.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>How to write a data quality playbook<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">Underpinning these issues is the need to unlock the black box of data quality. In 2019, the IAB introduced its Data Transparency Label to support marketers in understanding the who, what, how and where of their data. This information is more important than ever, but the industry needs more than a label \u2013 it needs a playbook. Through the following steps, marketers and media owners can progress toward future-proofed addressability.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Work with trusted partners<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Not all data is created equal. It\u2019s the prerogative of marketers and media owners to know the details of their assets, and data providers should be willing to clarify this. To facilitate efficiently, optimised advertising, data partnerships need to operate with transparency. By asking the important questions, marketers and media owners can proactively forge relationships that help them make the most of quality data.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Ensure data is privacy compliant<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Industry players now have a responsibility to ensure user privacy is upheld throughout their supply chains. Data partners must be able to show all their data is gathered in a compliant manner while providing consumers with a transparent, straightforward choice to consent and opt-out of data collection.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As privacy laws and regulations vary between countries, it is essential that marketers and publishers select knowledgeable, trustworthy vendors that can maintain compliance for regional operations. Furthermore, they should ask how their data partners are preparing for future updates, as innovation and adaptability will be necessary for building privacy-compliant advertising capabilities.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Demand audience segment transparency<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">A granular understanding of data is within reach for industry players. Knowing the segment type \u2013 whether demographic, psychographic, behavioural, geographical or a custom combination \u2013 is vital for achieving addressability. Alongside this, owning a view of where data is coming from creates a comprehensive picture of target audiences. Data can be tapped from second-and third-party sources, offline and online sources, and a widening range of user devices. Understanding data at this level supports marketers with activating audiences effectively.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Consider global, regional and local needs <\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">To ensure advertising is tailored and relevant no matter where it\u2019s deployed, marketers should break down their unique needs for each market they operate in. For both global campaigns and local activations, a valuable data partner should deliver quality for all regions. Having a single provider of high caliber data, which can be leveraged across markets, boosts efficiency and campaign success.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">While it\u2019s difficult to plan ahead in such a dynamic sector, a forward-thinking mentality is important for predicting future developments and upcoming regulations. Now is the time to ask data partners the tough questions \u2013 what\u2019s possible in a post-cookie world? Will emerging addressability solutions be scalable and sustainable? What innovations are in the pipeline to maintain effective advertising? Setting a precedent for transparency and control will help industry players navigate the current ecosystem while creating a playbook that preserves data quality in 2022 and beyond.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376257 = window.plc376257 || 0;\n            document.write('<' + 'div id=\"placement_376257_' + plc376257+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376257, [300,250], 'placement_376257_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376257++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n","protected":false},"excerpt":{"rendered":"<p>The digital advertising industry is a space of constant evolution. From the emergence of smartphones to the adoption of Connected TV, to the laser-focus on data privacy, ongoing developments continue to transform online advertising.<\/p>\n","protected":false},"author":7,"featured_media":994,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[5],"topics":[2],"class_list":["post-993","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-data","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How To Build A Data Quality Playbook For 2022 And Beyond | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/how-to-build-a-data-quality-playbook-for-2022-and-beyond\/993\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How To Build A Data Quality Playbook For 2022 And Beyond\" \/>\n<meta property=\"og:description\" content=\"The digital advertising industry is a space of constant evolution. 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