Yahoo DSP pioneers IAB Tech Lab data transparency labels

Yahoo DSP has announced its adoption of the IAB Tech Lab's standardised Data Transparency Labels, making it the first Demand-Side Platform to implement these measures.

These labels, which adopt a "Nutrition Label" format, are intended to provide marketers, agencies, and data providers with comprehensive and standardised information about audience segments. This initiative aims to enhance transparency and trust within the digital advertising ecosystem.

Yahoo DSP's integration of IAB Tech Lab's Data Transparency Labels promises advertisers clear insights into the origin, recency, and segmentation criteria of data segments used in campaigns. This will facilitate better decision-making, boost campaign performance, and increase accountability throughout the data supply chain.

Giovanni Gardelli, Vice President of DSP Data Products at Yahoo, stated, "Transparency is critical to reinforce trust and drive better outcomes for advertisers. Our adoption of IAB Tech Lab's Data Transparency Labels reflects Yahoo's commitment to delivering the highest level of clarity and quality to our partners. We are proud to lead the industry in this transformative initiative."

The IAB Tech Lab developed these labels to meet the rising demand for uniform and reliable data transparency across the industry. They ensure that advertisers can make informed decisions by providing crucial information about audience segments in a standardised format.

Anthony Katsur, CEO of IAB Tech Lab, commented, "Yahoo DSP becoming the first major platform to implement the Data Transparency Labels is a practical step forward for the industry. It's a clear move toward better accountability and trust in data-driven advertising, and it sets a straightforward example for others to follow."

Dan Richardson, Director of Data and Insights, AUSEA at Yahoo, added, "The Data Transparency Label is a key milestone and reflective of Yahoo's mission to guide advertisers through the digital wilderness - helping them navigate complex ecosystems with confidence. We are proud to be among the first to adopt these labels and deliver greater accountability to marketers striving to connect with their audiences in a compliant and ethical way."

Integrating Data Transparency Labels into Yahoo DSP builds on recent curation efforts, including forming new supply intelligence partnerships. This is part of a broader strategy to promote transparency and ensure optimal performance for advertisers globally. The labels will be accessible within the Yahoo DSP interface in early 2025.