Data protection and privacy is a hot topic for everyone these days, given the many recent data breaches that have taken place at some of the country’s largest companies.
Advertisers and publishers have another kind of data issue. Increasingly, they are concerned with data leakage.
That’s what happens when publishers are “compromised by…third parties that take, use and monetize the customer data the publishers generate,” according to this recent AdAge article:
Over time, what’s become more and more obvious are the detrimental side effects that data leakage can cause to publishers’ advertising revenue. The truth is, this broad grab of publishers’ unique data completely commoditizes it.
The bad news is that revenue is at stake. The good news is that many publishers are taking an aggressive approach to combatting data leakage.
What Publishers Can Do to Prevent Data Leakage to Keep Customer Data & Ad Revenue Safe
Infinitive’s Peyton Marcus caught up with Kelley Blue Book’s VP of Business Operations Mark Bernstein to discuss this topic and learn how premium publishers are handling data leakage to protect customer data and allay advertisers’ concerns. Their conversation is captured in this video from the 2014 Digital BrainFest – check it out now:
For those who truly want to work collaboratively with agencies and advertisers and provide business value for the data, it’s crucial to take a proactive stance in understanding where the leaks are happening.
Data volumes are exploding in the industry, and the value of data is growing almost as fast. That’s why all involved parties need to be cautious when it comes to managing data – how it’s collected, how it’s used and who truly “owns” the data. Having a sound data protection strategy in place is a start, but as Bernstein notes in the video, what may start as a method of data protection may inadvertently become an opportunity for data to be sold.
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