Many publishers fear data leakage — which occurs when a third party skims data about users of their site without their permission. This becomes a problem when the third party (an agency or ad tech company) then uses that data to create and buy a look-alike audience more cheaply elsewhere, thereby sidestepping the publisher. But it’s not an insurmountable problem. Publishing sales executives said it comes down to enforcing rules about what data advertisers can collect, monitoring ads for unwanted pixels on ads that can scoop up information about a publisher’s audience, and limiting what data are collected in the first place.
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