The IAB's Data Council has published a draft version of its Site Tagging Best Practices guide to help publishers prevent data leaks. The guide contends that publishers are often unaware of how the rise of third-party data bartering can cannibalize their businesses, sometimes giving the competition leads. The guide suggests, for example, that "site owners should put in place a system to continually monitor the number of third-party requests on your pages and make these metrics available for all stakeholders."

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