Analysis of Website Tag Security in Consumer Goods Industry

This technical report analyzes the website tag security of the top 1,000 Consumer Goods and Services websites. It investigates whether these companies have robust security measures in place to protect personal data from potential leaks through website tags. The report identifies that nearly 80% of these websites host 'piggyback' tags, which are not directly deployed by the company and can pose risks of data leakage. The analysis reveals that an average of 11 tags are present per site, with a significant portion related to digital advertising and marketing activities. It highlights that 44% of all tags are piggyback tags, with 79% of the sites analyzed having at least one such tag. The report underscores the importance of understanding the implications of these tags on data security and emphasizes the need for better governance protocols between marketing and IT functions to manage tag deployment and data protection effectively.