Audience data manager Krux Digital is attempting to carve a space for itself in the niche of third-party auditors and ad-delivery monitors helping to keep unwanted digital ad networks and ads that siphon consumer data off Web sites, and paidContent reports that msnbc.com is using the company’s service, and Ziff Davis Media has also inked an agreement with Krux Digital.

Former Rapt CEO and general manager for the online publisher business group in Microsoft’s advertiser and publisher solutions division Tom Chavez and former Rapt chief technology officer Vivek Vaidya started Krux Digital less than one year ago, and Chavez told paidContent:

We’re in the business of developing a platform that will help publishers protect, manage, and make profitable use of all the precious consumer data signatures they’re gathering across devices. We’re operating in an industry where everybody is concerned about privacy and data piracy dimensions. Those data are our industry’s “blood diamonds,” and nobody wants to be caught buying, selling, moving, or trading them.