Nearly 20 business publishers called on the digital media ecosystem to curtail data leakage in online ad auctions, signing on to an open letter published earlier this week by media auditor BPA Worldwide.
The letter, co-signed by publishers including Adweek, experiential company Questex and b-to-b marketing firm Bombora, states that the real-time ad bidding protocol exposes publishers to audience data breaches. Such data leakage is “putting our key asset at risk.”
Online ad auctions operate in a process where publishers ask advertisers to bid on specific ad inventory by sending audience data to marketplaces, such as an ad exchange, where the buy-side players make purchase decisions based on the data they see.
Media buyers can purchase just a small fraction of the ads they look at.