In an article for AdExchanger, Manny Puentes, founder and CEO at Rebel AI, writes that the complexity behind how publishers and platforms fill their ad inventories makes it difficult to control the data leaking from their networks. With the EU General Data Protection Regulation around the corner, Puentes writes that the practice of programmatic buying and selling of inventory is the subject of more scrutiny. Recently, research found the "average page load on an ad-supported website includes 172 network requests just for advertising." Puentes writes, “Just as consumers have the option to opt-out of data collection, publishers should assert control over who can collect data from their sites. As data ownership increasingly defines value, it is the publishers and consumers who should have the tools necessary to properly control it.” 
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