Remember Me. Please visit this page to reset your account and continue browsing our exclusive content. You'll only need to do this the first time you sign into the new AdMonsters. We apologize for any inconvenience, your privacy and your membership are important to us. Become a Member. Skip to content. Overview Cookies are the primary mechanism by which publishers, advertisers, ad networks, ad exchanges, demand side platforms and data exchanges store and track information about users.
The Cookie-synching process is a mechanism to build such a mapping. Next the demand partner passes its ID back to the SSP, who in turn stores the ID, ready to pass in the bid request next time we see the user. Kind of like a game of hot potato, if hot potato was played in the world of ad tech. We initiate cookie syncing on every page impression for all of our demand partners.
As cookies are domain-specific, a cookie created by one ad-tech partner cannot be read by another ad-tech partner. Similarly, your third-party analytics providers and ad-tech partners e. Now, when the same user goes to another website that has the same ad-tech partners, they can recognize the user with the help of their cookie IDs. How are they going to know the user and place the right bid? This is where cookie-syncing comes in.
As a result, the DSPs are able to know about the user interests, demographics, location, etc. As personalized advertising has grown in importance, buyers need to know how well the visitor matches the advertised product or service. During an RTB auction, the bid DSPs place on a given ad impression is linked to the amount of information they have about the particular user. For example, a DSP may bid higher for a known and relevant user, but a DSP is unlikely to bid higher for an unknown user.
As shown in the above example, the ad requests are first sent to the SSP, which passes it to the ad exchange. This is where cookie-syncing plays an important role. Using cookie-syncing, the DSP will identify the user in the future when it buys the ad impressions in an auction held by the same ad exchanges or SSPs for the same user.
As the DSP knows the users, it will bid higher, which, consequently, improves the ROI for advertisers and revenue for publishers. However, the bidding price will be low, and the ad will be less relevant to John. This time, OpenX knows that John the same user from theatlantic.
Consequently, The Trade Desk finds out John is the same user who visited theatlantic. All of this was possible due to cookie-synchronization. Without cookie-syncing, the targeting capabilities of publishers and advertisers would be severely restricted. Then, if that user leaves bestbuy. The way it works is that both bestbuy. When the user navigates to either website, the piece of code loaded from ad. You can read more about the difference between first-party and third-party cookies in our previous post.
Fill in the form below to find out how we can help you prepare your tech for a world without third-party cookies. While the number of functions a cookie can perform is vast, a cookie can only contain so much text, as they are restricted in size. In order to address this issue, some cookies now only contain a unique ID. The big limitation of cookies is that they can only be read on the domain that created them.
As mentioned previously, cookies are domain specific, which means those created by one third-party tracker e. For advertisers, this restricts the potential amount of information they can collect about a user. Therefore, in order to accurately target an audience, advertisers need to incorporate user data from various domains and sources, which happens as part of data-buying agreements and partnerships between different companies.
This process is known as cookie syncing. The cookie-syncing process is used by most advertising technology AdTech platforms, including ad networks, demand-side platforms DSPs , data-management platforms DMPs , ad exchanges, supply-side platforms SSPs , and various other platforms and data providers.
The results of the cookie-syncing process benefit those mentioned above, as they are able to exchange user data across different platforms, and therefore, better target audiences with online advertisements. Each time a user visits a website that contains ads or third-party tracking tags , the browser sends an ad request to an advertising technology platform e. The DMP can pass its own identifier back to the ad exchange so that the sync is bidirectional. It does this by doing a pixel redirect back to the ad exchange and passes its own ID as a parameter.
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