With countless website visitors every month, publishers process and store a large volume of audience information (non-PII) in their databases. These 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, the “bidstream.”
Yet, audience data is passed on during the process regardless of the outcome—even when a paid impression is not served. This is 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” where 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 media industry. Below, we offer a number of resources to help you take on the challenge of data leakage and what can be done to prevent it.