Ad Tech's Data Leakage Problem Begins With Contract Talks

SSPs and DSPs hammer out deal terms that ultimately lead to privacy issues

The mysterious exchange of people’s online information starts with pen and paper.

Contract negotiations between buy- and sell-side advertising platforms are what kickstart the aggregation and selling of user data for the purpose of serving targeted ads, but lawmakers and regulators are ramping up scrutiny of these opaque practices as data can easily fall in the hands of bad actors.

Supply-side platforms typically disallow or limit secondary uses or retention of data, which is gathered from a publisher during a real-time ad call, in their standard contracts with demand-side platforms.

However, a DSP—especially one with significant buying power—can set its own terms with an SSP and ask to use that valuable data collected during an ad auction however it sees fit.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in