PubMatic Shines Spotlight on Third-Party Data Snatchers
ADOTAS – My roommate had “The Deadliest Catch” on the other night, and as I watched burly fisherman pull in giant cages filled with humongous fish, I not only had an uncontrollable desire for sushi but also saw an apt metaphor. All that lovely audience data is just swimming around the web, waiting to be scooped up in buckets, repackaged and sold to targeting advertisers.
But hold on, hold on — whose data is that? One could say the fish belong to the mighty Poseidon, but publishers will tell you audience data is their sovereign — and sell-side platform and revenue optimizer PubMatic has launched its Data Firewall to protect those publisher waters.
The new service lets publishers see which third-party companies are tracking audiences through cookies and pixels, allowing them to discover data leakage — when third parties track an audience without the publishers’ knowledge, an issue that costs them as much as $1 billion annually, according to Pubmatic. In addition, the firewall enables publishers to see which third parties are bringing them back the most revenue, which comes in quite handy when evaluating a partnership.
The Data Firewall is part of the consolidated dashboard in PubMatic’s Premier Platform. As CEO and cofounder Rajeev Goel summed it up, “Privacy is not only important to consumers, but it is also of paramount importance to publishers.”
Reader Comments.
No comments yet
Leave a Comment
Article Sponsor
More News
- AdTruth Assembles Industry Leaders in Gambit for a “Mobile Universal Identifier”
- Adobe Announces “Simulcast” Solution to Make Cross-Device Viewing More Like TV
- Two Reports: Photo/Video Is the Fastest-Growing App Category
- Facebook’s IPO: You Knew It Was Coming
- Infographic: The Evolution of Marketing Automation
-
Loading ...
Latest News
- AdTruth Assembles Industry Leaders in Gambit for a “Mobile Universal Identifier” May 22nd 2012 ADOTAS - Device recognition service AdTruth (a division of fraud [...] more »
- Adobe Announces “Simulcast” Solution to Make Cross-Device Viewing More Like TV May 22nd 2012 ADOTAS - Today, Adobe released an updated version of its [...] more »
- Two Reports: Photo/Video Is the Fastest-Growing App Category May 22nd 2012 DM CONFIDENTIAL – According to recent numbers released by Flurry, [...] more »
- Facebook’s IPO: You Knew It Was Coming May 18th 2012 ADOTAS - It’s been a day of superlatives, as the [...] more »
- Infographic: The Evolution of Marketing Automation May 18th 2012 ADOTAS – Marketing automation — the process of automating a [...] more »
- Welcome Aboard: New Hires at BrightRoll, AdSafe, More May 18th 2012 ADOTAS – While one internet-related company has pretty much dominated [...] more »
- Now You Can Be a Certified Digital Media Sales Pro through the IAB May 17th 2012 ADOTAS – You think you’re a digital sales pro, but [...] more »
Features
- Infographic: Where to Sell Online (A Flow Chart) May 22nd 2012
- How Online Measurement Is Transforming the Traditional Ad World May 22nd 2012
- Infographic: The ROI of Tag Management May 21st 2012
- Digital Goes Offline: Can Brands Take Back the Store? May 21st 2012
- What Does the Ideal Publisher Look Like? May 21st 2012
Spotlight
Sponsormob Leads the Way Into RTB for MobileADOTAS – For more than half a decade, Berlin-based tech firm Sponsormob has remained relevant in an industry characterized by [...] more...
Reader Favorites
Classifieds
- Business Director-IEB-Microsoft Studios (792444)
- Marketing Communications Manager, Senior-IEB-TV &
- Senior Industry Marketing Manager - Media and Ente
- MARKETING DIRECTOR (medical software company)
- Senior Product Marketing Manager
Recent Comments
- Facebook’s IPO: You Knew It Was Coming: [...] For more insights on what GM’s ploy might mean for Facebook and for the
- Facebook’s Anticlimactic IPO | LNP Studios: [...] Get more details here: Facebook’s IPO: You Knew It Was Coming. [...]
- Bob Gordon: How has this circus helped anyone other than the sand hill crowd? Has it helped
- Facebook’s IPO: You Knew It Was Coming: [...] For more insights on what GM’s ploy might mean for Facebook and for the
