What is toxic data and why should marketers care? - The Drum | The Marteq Alert | Scoop.it
At present, many marketers in APAC find that they are being forced to rely on third-party data to identify and reach consumers. But more often than not this data is unreliable, unconsented and passed through multiple hands before it is used - resulting in higher costs and lower accuracy for marketers overall.

Data safety is all about ensuring that the data you’re using is safe, not toxic, for all digital advertising. When we talk about toxic data, we refer to any advertising data that is collected or used without the explicit permission of the consumer. So, by definition, safe data is any data collected or used with freely given and informed consent from the consumer, in compliance with all data privacy laws.