Executive Summary
Beeswax (now FreeWheel Buyer Cloud) is a programmatic advertising DSP and Bidder-as-a-Service platform acquired by Comcast in 2021. The platform enables real-time bidding across CTV, video, and display advertising. Key finding: Despite GDPR/CCPA compliance claims, 11.1% pre-consent tracking rate observed on sites where detected, and their own website loads GoogleAnalytics4, HubSpot, and Pardot before consent. Privacy policy discloses only generic vendor categories while 23 specific third-party vendors operate on beeswax.com. Explicit data sale disclosure makes this a revenue intelligence risk for customers whose demand signals flow through the platform.
Revenue Threat Profile
4 COLLAPSE VECTORSHow this vendor creates financial exposure. Each score (0-100) reflects observed runtime behavior and documented business practices.
CAC Subsidization
As an RTB bidder platform, Beeswax processes bid requests containing detailed audience signals. Measurement integrity is compromised when advertisers cannot verify which data processors touch their campaign data, as only generic categories are disclosed rather than specific subprocessors.
Signal Corruption
Beeswax explicitly states they sell personal information. Bid stream data contains competitive intelligence about advertiser strategies, audience targeting, and pricing. This data flows to undisclosed partners, creating demand signal leakage to potential competitors.
Legal Tail Risk
The platform operates as a data processor for multiple advertisers, creating concentrated attack surface. Pre-consent tracking on their own site (GA4, HubSpot, Pardot) demonstrates operational security practices that could expose advertiser data. 23 undisclosed vendors on their website expand the attack surface.
GTM Attack Surface
Claims GDPR and CCPA compliance while allowing pre-consent tracking (11.1% rate on detected sites, 3 vendors pre-consent on their own site). This creates consent liability for customers who integrate Beeswax, as their compliance posture becomes dependent on Beeswax practices they cannot audit.