The NQITM Ranking is based on the public transparency of data providers who commonly sell audience segments, data feeds or data analytics solutions to marketers.

NQI Transparency Ratings are generated based on a review of the publicly available data about each data provider. These ratings provide marketers with a summary view of potential high or low data quality indicators that may guide their data investment decisions before actually spending to test out the data.

Ratings are generated for each of the companies included in the ranking based on the core NQI framework that covers Neutronian's five key categories of data quality and transparency:

  • Consent & Compliance
  • Sourcing Transparency
  • Dataset Characteristics
  • Methodology & Processing
  • Performance

You can learn more about the NQI framework by downloading our full methodology whitepaper that was published in mid-2021 here.

The following steps were taken to generate the NQI Transparency Ratings and Ranking (high-level methodology summary):

  • Data is collected from multiple publicly available sources including corporate websites and other sites that represent those companies. We score items such as privacy policies, consent mechansims, financial and litigation history, methodology summaries, data source details and case studies.
  • A score is assigned for each aspect within each category of the NQI Transparency Ratings framework. Raw scores are weighted and indexed to the industry average.
  • Additional consideration is given in the scoring process for Neutronian certified data providers given the level of transparency they were required to provide in order to complete our audit process,
  • Finally, data providers are ranked and bucketed into deciles based on the resulting index scores.

The current release of the NQI Ranking is an initial public beta, covering the top 150 data providers. Future enhancements to the ratings and list of data providers will be made in subsequent releases.

To request access to the current ranking please complete the form on this page. If you have any questions or feedback on the ratings, please contact us at [email protected].