Yahoo Is The First DSP To (Finally) Adopt The IAB Tech Lab’s Data Transparency Labels

Regarding the adoption of new program standards, DSP tends to be trendy.

So there are some good news for the long work of the IAB Tech Lab Laboratory Data Transparency Standard. Yahoo DSP announced today that this is the first DSP to receive labels for the transparency of tech Lab data.

Yahoo support could only be that after years of inactivity, after years of inactivity, it organizes further acceptance of these data labels, said IAB Tech Lab CEO Anthony Katsur Adexchanger.

Why accept Iab tech Lab data transparency?

Tech Lab first released its new model for data transparency In 2019. To support this standard, it also issued a method of documentation of the audience segments and what data they contain – version of nutrition labels that report ingredients in food products.

However, the receipt of data transparency labels lagged between DSP, SSP, data brokers and data management platforms (DMPS), Katsur said. Which is “travesty”, he added, because the transparency of data in this sector and challenges in the field of public administration are only complicated.

For example, data quality questions motivate Curse This is the transformation of industry, Katsur said.

In fact, both IAB Tech Lab and Yahoo consider these labels central for their curatorial offers. And by receiving labels, yahoo dSP, which announced a new curatorial partnership at the beginning of this monthpushes back against the idea that the curator has moved to the side of the vanGiovanni Gardelli, Vice President for ADS data products in Yahoo.

Katsur also pointed to growing data management by regulatory bodies around the world as an urgent question that can help advertisers to deal with advertisers. From California and Brussels to India and Great Britain, regulatory bodies emphasize compliance with privacy by minimizing data, Katsur said.

But to practice the minimization of sound data, it said that advertisers and their data partners must know what data they work with, how long they will keep them, how to process them and – fundamentally – whether to process them at all.

Status for the audience in 2025

Data labels provide signals that can help advertisers and data platforms take these decisions, Katsur said. For example, for the audience of new homeowners, the labels would describe how this audience was built, what signals went to determine, whether a person recently bought a house, how recently the data was collected and how often they are restored. All this information is audited by IAB Tech Lab.

And for the audience based on intentions, data labels provide lookback windows during which the data was collected, Gardelli said. Thanks to this information, advertisers make it possible to decide what viewers can apply to their campaigns based on how long the audience usually takes to make decisions.

For example, it would make sense for an auto-intender audience to have a window for several months, because people usually usually show up before the new purchase of a car for a long time, Gardelli said. While other vertical ads with shorter considerations such as travel or consumer goods may want to focus on the audience with shorter windows for view.

Without data labels, the audience segments usually provide a general description of the audience along with the prices information, Gardelli added.

“Imagine that you will go to the supermarket and product names and you can only see prices if you are trying to fill your wheelchair, but you have no idea of ​​ingredients, quantities, calories, nutritional values,” he said. “This is a state of shopping for the audience in 2025.”

Acceptance of receiving data brokers, DMP and SSPS

Yahoo is still working on how to use data labels in his DSP workflow. However, the company assumes that it is “as simple as asking the question, and eventually does not have to choose a lot of filters and configure a lot of rules,” Gardelli said.

Meanwhile, it is more urgent concerns that the data partners of Yahoo-incorporate data brokers of third parties, DMP and SSP-so accepting and handing over data labels, Gardelli said. Yahoo expects to make significant progress by the end of the quarter, he said.

This course can be more convincing from DSP, with which these companies regularly trade, rather than an industrial group, such as IAB Tech Lab.

“The fact that the main DSP, like Yahoo now allows it in its platform,” Katsur said, “is a huge step forward to support adoption.”