With thousands or even millions of website visitors every month, publishers process and store a huge volume of audience information (non-PII) in their databases. The set of users’ data points are sometimes provided (in the form of cookies or cookie IDs) to the SSPs (Supply-Side Platforms) that pass it on to the DSPs (Demand-Side Platforms). More often than not, the data is passed via the bid request stream — known as the “bidstream.”
But here’s the catch: Audience data is passed during the process regardless of the outcome – even when a paid impression is not served – and that’s called DATA LEAKAGE.
If that information is then used for other purposes (derivative works) that are not the publishers’ creation and without the publishers’ knowledge, the marketplace moves toward a “race to the bottom” wherein the audience is bought and sold to the lowest bidder.
BPA Worldwide has been at the forefront of the battle against data leakage on behalf of the entire selling and buying media industry.
Below we offer a number of resources that will familiarize you with the challenge of data leakage and what can be done to prevent it.