When you pick up a bottle of champagne, the first thing you look for isn’t the bubbles—it’s the label. Where did it come from? Who made it? Is it authentic?

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In luxury goods, provenance is everything. In adtech, it’s about to be the same.

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Throughout my career, I’ve built systems where the trust of markets, consumers and regulators was the centerpiece. Today, as the CEO of Becausal, I’m using the same principles of transparency and accountability to data itself—making trust measurable, not just promised.

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Read the full article on Forbes: https://www.forbes.com/councils/forbestechcouncil/2025/11/14/why-provenance-wins-the-data-currency-no-brand-can-afford-to-ignore/