data quality

Marketers know that quality matters – and here’s yet more proof. But breaking old habits in digital media is easier said than done.

AI has raised the bar for what qualifies as “good data.”

The conversation is no longer about how much data marketers can collect but how well that data reflects reality. In this new era, success depends on data that is accurate, fresh, consented and interoperable – principles that ensure AI models learn from accuracy.

The industry’s sharpest minds claim we are entering the Outcomes Era of digital advertising. But we have been in the Outcomes Era for over a decade. It is high time to embrace the Quality Era, instead.

Scott McKinley shares his journey from professional cyclist and captain of the 1988 US Olympic Road Cycling Team to CEO and founder of data validation provider Truthset. The road was more linear than one might think.

The quality of marketing data – or, rather, the lack thereof – is arguably as big of an issue as signal loss, but doesn’t get nearly as much ink. On Wednesday, data validation provider Truthset opened the doors of its data collective to help data providers independently test the accuracy of their consumer records.

The $3.2 billion price tag on cloud communications platform Twilio’s acquisition of CDP Segment in October was sexy. But the data problem Segment aims to solve, although vitally important, is often considered less so, says Peter Reinhardt, co-founder of Segment and CEO of a new entity called Twilio-Segment that’s working on building a platform to […]

In these uncertain times … Sorry, scratch that and let’s start again. With the ongoing pandemic, the third-party cookie debate and Apple’s IDFA changes on the horizon, it’s easy to forget that there are actually other things happening in the advertising world right now. And this week on The Big Story we dig into them […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Nish Desai, senior director of technology, operations and partnerships at Xaxis. Marketers have ever-growing streams of data and signals they can use to activate and optimize their advertising campaigns. But […]

Customer data platform mParticle has raised a $45 million Series D round to invest in data quality tools, data governance and partnerships. Led by Arrowroot Capital, the haul, announced Monday, brings total funding to $121 million for a company founded well before the category became a mar tech investment darling. “The space is hot,” said […]

How many seals, accreditations, badges, consortiums, committees and standards can one industry support before it collapses under the weight of its own good intentions? The ad industry seems hell-bent on finding out. “There may be too many badges and seals out there,” Mike Zaneis observed on a panel during Advertising Week in New York City. […]

Starting Wednesday, the Berlin-based mobile data exchange adsquare will offer refunds on the cost of data if the total delivery for a given campaign doesn’t fall within an advertiser’s declared goals. The guarantee helps build marketer confidence in a world where quality mobile data is in short supply and most of the good stuff lives […]

This is the second in a series of deep dives from AdExchanger on mobile fraud and mobile data quality, including guides to fraud tactics and threat vectors and practical solutions from advertisers in the growth and user acquisition trenches. Read the first story (“2018 Will Be A Year Of Reckoning For Mobile App-Install Fraud”) and […]

Agencies want to take advantage of location data, but roadblocks still stand in the way. For Mobext, the mobile arm of Havas Media Group, fragmentation and quality-control issues top the list. “A lot of companies have hopped on the bandwagon in the location space, and that’s created a lot of clutter in the offerings available […]

Data-driven advertising requires good data. But lots of bad data and questionable data practices can harm a marketing campaign. Marketers need to know when to use their own data, and when to rely on partners. They need to understand the trade-offs between cost, accuracy and scale. They need to know where their data came from, […]

In his four years as Havas NA’s SVP of marketing analytics and data consulting, Leon Barsoumian has worked to marry programmatic and analytics. From a programmatic standpoint, the French holding company has two key offerings, Affiperf and Artemis. In 2010, Havas debuted Affiperf, a global trading desk that Havas calls a “Meta DSP” and is […]