The BPA Media Exchange

DATA LEAKAGE IN THE DIGITAL ADVERTISING ECO-SYSTEM

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.

Data Leakage

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.

Letter

Open Letter to the Digital Advertising Industry

In June 2020, BPA Worldwide published an Open Letter calling on the media industry – publishers, marketers and ad tech firms – to begin a dialog that defines use of publisher data generated through the programmatic ecosystem.
Open Letter to the Digital Advertising Industry

BPA Worldwide’s whitepaper on the data leakage in the digital advertising process and why all publishers need to be aware of it.
Data Leakage and the Bidstream (Download PDF)

Deck

Data Leakage: What It Is and How to Prevent it in the Bidstream

This deck provides an overview data leakage and BPA Worldwide’s work on behalf of the publishing and media buying communities to combat this challenge that can occur during the real-time bidding process.
Bidstream Data Leakage – June 2020

June 17, 2020 – Folio: Magazine coverage of the data leakage problem and BPA Worldwide’s call to action.

FTC

Letter to the Federal Trade Commission (FTC) on the Practice of Data Leakage​

July 31, 2020 – U.S. Senators Ron Wyden, Bill Cassidy, Maria Cantwell and Sherrod Brown co-authored a joint letter to the Federal Trade Commission requesting it investigate the practice of illicit data harvesting within the bidstream process.
Wyden Cassidy Led FTC Investigation letter

July 31, 2020 – A group of members of Congress is asking the Federal Trade Commission (FTC) to open an investigation into the mobile advertising industry’s practice of covertly tracking consumers using digital display ads.

August 4, 2020 – A bipartisan group of lawmakers is pushing the Federal Trade Commission to investigate the practice of real-time bidding.

FCC

FCC Journal: Lawmakers Urge FTC Probe of Mobile Ad Industry’s Tracking of Consumers​

August 5, 2020 – Federal Communications Commission (FCC) Commissioner Geoffrey Starks seeks more information from industry giants on the aggregation and monetization of consumer data during digital ad placement.
Stark seeks information on Digital Ad Placement

Letter

Proposed Updates of Terms & Conditions for Contractual Language Between Publishers and Agencies/Marketers​

July 31, 2020 – U.S. Senators Ron Wyden, Bill Cassidy, Maria Cantwell and Sherrod Brown co-authored a joint letter to the Federal Trade Commission requesting it investigate the practice of illicit data harvesting within the bidstream process.
Wyden Cassidy Led FTC Investigation letter