Like any issue, the first step in managing data leakage is admitting it is a problem and understanding how it happens. It sounds obvious, but getting a large organization to commit to implementing a data leakage policy at the potential cost of ad network revenue and upset clients and you have your work cut out for you. After you have buy-in from the internal stakeholders and understand it from a technical perspective, you can start to craft a policy around controlling advertiser access to your audience. The below would be my recommendations on how to setup a foundation policy on managing data leakage from the publisher side.
Third, find out what your advertisers want and how you can add value. If the advertiser wants to retarget your audience, why not offer an audience extension product on your own and retarget the audience yourself through the ad exchanges? Both SSPs and DSPs have ways for publishers to productize their audience off-site and keep themselves in the value chain, grow share of budget, and offer advertisers the expanded reach and frequency they want to achieve. That auto and career sites in particular pioneered the publisher-powered audience extension model, so look to those companies as a model for your own business.
Data can be a business liability or a major opportunity for publishers who choose to manage their destiny. Tools and partners exist to help you and in most cases, advertisers will be happy to work through the channels you enable.
Read the other articles in this series –