The Interactive Advertising Bureau expanded its data use and control task force into a permanent “data council” on February 28. The group will address the collection and use of consumer data and related issues.
IAB will launch initiatives through the group to educate marketers and agencies about data gathering, and to clarify what kinds of data can be collected through media buying. The group will also create standard definitions and terms for data segmentation and sources, IAB said in a statement.
An IAB representative could not be immediately reached for comment, but Patrick Dolan, its EVP and COO, said in a statement that “the data council will focus on increasing transparency in a complex and rapidly evolving segment of the industry.”
Earlier this month, US Rep. Jackie Speier (D-CA) introduced the Do Not Track Me Online Act of 2011, the first Do Not Track bill of this Congress. The Federal Trade Commission called for the implementation of a universal Do Not Track platform last December. Many marketers have said they oppose Do Not Track regulation, and some companies, such as Monster.com, have begun their own transparency initiatives.
IAB, the Association of National Advertisers and the American Association of Advertising Agencies also said February 28 that they will work to develop standardized digital measurement metrics for marketers.