Key-value targeting is leaking into bid requests

Key-value targeting is leaking into bid requests
Confirmed: custom GAM key-values meant for internal line-item targeting sometimes get passed into the bidstream as request parameters — exposing audience segments to every SSP and DSP that sees the call, for free. You built first-party signal and shipped it to the open market.
— Audit which key-values your wrapper forwards to demand
— Strip anything segment-revealing from the public bid request
Impact: your proprietary targeting becomes everyone's free data. Confidence: confirmed.