The digital world is shifting towards user-centric. Preferences, interests and user intent define personalised marketing campaigns. There are dozens if not hundreds of tools to execute these campaigns. The tool providers promise to match the right user from their pool to your campaign needs – the only thing you have to do is to integrate their tools on your website. However, many companies are not aware that by doing so, they are leaking valuable data to third parties. In other words, the tool providers use your data to optimise other websites and apps which could belong to direct competitors. So to fully take advantage of the user-centric data companies are collecting, it is crucial that gathered data remains where it belongs – with you.