Data is Yahoo!'s most strategic assets - from user engagement and insights data to revenue and billing data. Three years ago, Yahoo! invested in a Data Quality program.
By applying industry principles and techniques the Data Quality program has provided proactive and reactive system solutions to Audience data issues and root causes by addressing technical challenges of data quality at scale and engaging and leveraging the rest of the organization in the solution: from product teams all through the data stack (data sourcing, ETL, aggs and analytics) to analysts and sciences teams who consume the data. This methodology is now being scaled to the all data across Yahoo! including Search and Display Advertising.