Now that companies are using data to drive marketing strategies, product development, and other key business decisions, stakeholders need to know more. They need to know whether data represents an intent signal or an interest signal. They have a right to know the honest origins of the data they’re using — whether it’s been pulled from bidstream or it’s truly opt-in data from a reliable publisher. They deserve to know that the data they’re using has been collected in a privacy-safe manner and if permission has been ethically obtained. Furthermore, business users should have some transparency around modelled data and declared data. They should have visibility into what’s inside each segment.