Data Sentry IRIS FAQ

What is Data Sentry?
Data Sentry protects your valuable website data from data mining, data skimming, policy infringement and other attacks that slow your site speed, decrease efficiency and leave your audience – and your business – vulnerable. Data Sentry enables you to establish and enforce policies associated with 3rd party data collectors.


What is Iris?

Iris is our visualization tool that we also use for a few other reports such as the Custom Index Tool. Data Sentry Iris provides a new way of looking at your site and campaign data collection activities.

Why monitor data leakage?

  • Regulator and compliance: There is a heavy burden on Publishers to monitor data collection activity, establish appropriate guidelines with partners, and obtain consent (opt-in) from customers.
  • Protect valuable data assets: Data skimming is a known threat that can compromise the value of Publisher data. Without protective measures, 3rd party partners can access and devalue Publisher data.
  • Improve transparency: Agreements are great, but insights provide transparency and keep people honest.

What are the key features of Data Sentry?

  1. Identifies potential data collectors that may be compromising consumer privacy and valuable data assets
  2. Monitors tags that are ushering in data collectors
  3. Manages the tradeoffs between latency impact and value

What are the differentiators of Data Sentry?

  1. Browser, creative and manual tag inspection
  2. Neutral position in the marketplace
  3. Integrated within the Salesforce Audience Studio platform

What features are no longer available in the new Data Sentry?

  1. Trusted and untrusted companies
  2. Email alerts
  3. Deep chain analysis


What are the action items to take when monitoring data collection on Data Sentry?

1. Evaluate Tradeoffs

- Identify high impact data collection

- Investigate players (ushers and collectors) and their impact - latency, leakage, or both

- Define list of "bad actors" and evaluate cost vs. value

2. Propose Options

- Negotiate new terms with partners

- Identify alternative partners

- Define action timeline for agreement violations

3. Take Action

- Inform bad actors of monitored violations, action plan, and timeline

- Discuss alternative terms with partners

- Remove partner or reduce access - limited sections of site, daily throttle, etc.


What is a cookie?

A small piece of data sent from a website and stored on the user's computer by the user's web browser while the user is browsing.


What is data collection?

Cookies that are set when a creative or other code is delivered to a website page via a browser.

What is a collector?

A company whose media or snippet of code sets a cookie.

What is an usher?

A company whose media or snippet of code ushers in additional collectors.


What is a chain?

A unique usher to collector pair.


What is browser emulation?

Machines that execute browsers simulating a user browsing content on a website.


What is data leakage?

The act of a 3rd party gaining access to a publisher’s data assets.


What is latency and why does it matter?

The amount of time it takes for the host server to receive and process a request for a page object. Each request experiences a minimum of 20-30ms of latency. In Data Sentry latency is shown in seconds. Latency is important because users are very likely to abort a slow site.

What are the benchmark reports?

Benchmark reports are included to compare volume of activity to average activity across other sites.

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