Digital ad buyers know the ins and outs of audience-based buying better than anyone. Many have been masters of programmatic ad buying for more than a decade.

Let’s face it -- buying data can be a risky proposition. Here are several reasons to never blindly trust anyone offering the best data set on the web.

Ad measurement firms have long preached the need for Brand Safety tools as a core pillar of digital ad campaign verification, to go along with viewability and IVT/bot detection. The ongoing evolution of privacy regulations like GDPR and CCPA have caused the entire marketing ecosystem to place a bigger focus on compliance preparation and internal documentation.

As we look back on the first Data Privacy Day (January 28th) of the new decade and the name of the game for digital media companies in the twenty-twenties is compliance. Of the myriad tech stories to surface in the last year––large scale data breaches, fake political ads, and deep fake videos, to name a few––many of them served as stark reminders that mistrust is at an all time high for tech company titans and the walled gardens they have built around their operations.

In its latest privacy initiative, mobile ad network Jumptap is teaming with Evidon to roll out a standardized icon in mobile and in-app ads that signals the use of behavioral targeting.

Clicking on the AdChoices icon, developed by the Digital Advertising Alliance, will redirect users to Jumptap's privacy page, where users get more information about targeted mobile ads and the ability to change their privacy settings.