IAB Tech Lab has worked closely with data providers to develop an industry-first standard aimed at bringing transparency to the data marketplace. This work is ultimately intended to align with IAB Tech Lab’s Data Transparency Framework Proposal, published for public comment in May 2018 (see full details below). The announcement marks an exciting and long-overdue advancement in the audience addressability space that strengthens digital marketing’s core role in supporting online content and services, and mutually benefits advertisers, consumers, and platforms alike.