Two seats left to attend the Digiday Media Buying Summit:

Join us Oct. 15-17 in Phoenix to connect with top media buyers

SECURE YOUR SEAT

Under the Hood: BrightTag Brings the Privacy Revolt to Advertisers

Amidst the ongoing consumer data privacy furor, one company is hoping to incite another data rights revolt, this time by publishers. BrightTag, which bills itself as a data rights management platform for marketers and publishers, is attempting to give advertisers full control over data collected from their websites, ranging from data quality to data usage.

When the website data analytics industry was in its infancy, companies like Quantcast traded data management capabilities with website owners for consumer data via tagging. Now companies are beginning to question traditional arrangements which provide third-party companies with access to valuable data in exchange for analytical tools or capabilities that might be available elsewhere. BrightTag hopes to appeal to these website owners by offering a single dashboard through which companies can broker their data and interact with ad exchanges, trading desks, ad verification networks, and digital agencies without connecting with third party tagging or container tag systems.
So-called bucket tag systems, which can place as many as several thousand tags on a website, can make data easier to access, but they can’t help website owners monetize their data, add quality controls, or prevent the problems data leakage can create for their sites according to Marc Kiven, founder and CRO of BrightTag.
BrightTag’s model may be indicative of a future in which website owners independently maintain granular control over tagging, data transfers and coremetrics data gathering, hoping to monetize not only their content and consumer pool, but their vendor relationships as well.

 

More in Media

Publisher alliance Ozone makes a larger play for U.S. advertisers

Publisher alliance Ozone is on a growth tear in the US and plans to expand its local headcount to 50 people next year.

Media Briefing: From blocking to licensing, publishers inch toward leverage with AI

There are new levers for publishers to test in the AI era. While they’re still far from holding the upper hand, compared to a year ago, the outlook no longer looks quite so bleak.

Mitigating ‘Google risk’: The Independent maps four-pillar growth plan for the AI era

The Independent has built its growth strategy around the “blue links risk” and has stopped measuring its success by audience reach.