IAB Tech Lab has finally secured a DSP for its Data Transparency Labels, which were first launched back in 2019. According to the association, Yahoo DSP is the first to adopt the labels that were designed to offer clarity in the data marketplace.

The IAB labels are intended to address the growing demand for standardized data transparency across the industry. Its “Nutrition Label format” (similar to what the food and beverage industry uses) gives ad tech providers the ability to provide marketers and advertisers with detailed information about syndicated data audience segments.

According to AdExchanger, that detailed information includes “previously hidden details, such as where the data came from, how it was collected, whether it was manipulated or modeled, along with any rules for defining it for a particular audience segment.”

The Data Transparency Label allows for a total of 20 standardized fields to appear. Each field gives marketers, agencies, data providers and publishers a clear outline of what’s inside the data segments and allows industry players to employ a common taxonomy.

“Yahoo DSP becoming the first major platform to implement the data transparency labels is a practical step forward for the industry,” says Anthony Katsur, CEO of IAB Tech Lab. “It’s a clear move toward better accountability and trust in data-driven advertising, and it sets a straightforward example for others to follow.”

Yahoo says the integration of the Data Transparency Labels into its DSP builds on recent curation efforts, including new supply intelligence partnerships, and is a part of a broader strategy to advance innovation, foster transparency, and ensure performance for advertisers worldwide. The IAB labels will be accessible directly within the Yahoo DSP interface early this year.