Move over kickbacks, rebates and undisclosed fees — the accuracy and legitimacy of data will take center stage in 2020.

Dodgy data is a fact of life in advertising. Hundreds of millions of dollars are spent on location data and yet up to 80% of it could be fake. Transparency, for the most part, has meant getting agencies to pay media rebates and kickbacks to advertisers and not much more. That’s about to change. 2020 stands to bring a spotlight to data provenance, the catchall term for knowing whether data used for targeting is a dud.

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