Data privacy and integrity have become two important topics for those who are seeking brand safety. It is important to understand how toxic data can harm a brand and how to avoid it. The Drum brought this interesting information to us in their article, “What is toxic data and why should marketers care?

With many brands investing time and money into getting their data strategies fit for purpose, they should and can protect the integrity of their brand without sacrificing personalized, effective digital advertising.

At the end of the day it is all about risk. “Toxic data” refers to any data on systems, whether live or legacy systems, that users don’t really need to conduct business and that is potentially increasing risk. There are all kinds of data types that require compliance with legal and regulatory frameworks. But sometimes that data can become legacy data that must also be disposed of within specified timeframes to ensure compliance. Failure to do so can lead to it becoming toxic data.

Melody K. Smith

Sponsored by Access Innovations, the world leader in thesaurus, ontology, and taxonomy creation and metadata application.