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BizReport : Advertising archives : September 28, 2010

PubMatic launches firewall to protect online data

A new release from PubMatic should give publishers a bit higher comfort level where their data and information is concerned. Today the company launches a firewall which will help to prevent the leakage of data and give publishers more transparency where data is concerned.

by Kristina Knight

pubmatic.gifCalled Data Firewall, the solution is aimed at helping publishers protect their data online; giving them more transparency and preventing leakage should help publishers better manage online ad inventory. This, in turn, should increase revenue for online publishers.

The solution gives publishers the ability to 'see' third party tracking pixels or cookies at the audience level. Data leakage happens when this kind of tracking is used without the publisher's knowledge. According to PubMatic up to $1 billion is lost each year (revenue dollars) from this type of data leak.

"Privacy is not only important to consumers, but it is also of paramount importance to publishers," said Rajeev Goel, CEO and Co-Founder of PubMatic. "Data Firewall...provides publishers with the ability to clearly see who is dropping pixels on their websites, and take appropriate action."

Jaren Friendman, CTO of Scribd, a publishing partner with PubMatic, agrees. "With Data Firewall, we can [ensure] our users' privacy is protected while continuing to allow many advertisers to run ads on our site."

This is the first type of firewall created for publishers to enhance their ability to see these tracking pixels and will give them the ability to determine how much information is 'too much' for these third party sites to obtain. Premium publisher members of PubMatic's platform will be able to use the Firewall platform through the dashboard.

Tags: advertising data, audience data, data leak, online advertising, publishers, PubMatic

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