Secure your place at the Digiday Media Buying Summit in Nashville, March 2-4
This article is a WTF explainer, in which we break down media and marketing’s most confusing terms. More from the series →
Piggyback rides can be fun for children. For website operators, not so much.
Piggybacking — also known as cookie-syncing — is how an ad tech firm can drop a third-party cookie on a website’s visitors without being granted access by the website via another ad tech firm that the website has granted access, as covered in the explainer skit above.
An issue with this third-party tracking daisy-chain is that it makes it difficult for website operators to rein in outside companies’ abilities to collect information about their audiences, which risks putting the operators in privacy regulators’ crosshairs.
More in Marketing
TikTok Shop reverses U.S. shipping policy amid merchant concerns over costs and fulfillment challenges
TikTok Shop has reversed its plan to end seller-fulfilled shipping in the U.S., telling merchants that previously announced deadlines will no longer go into effect.
‘Comment sections are not customers’: American Eagle brings back Sydney Sweeney amid celebrity push
Anatomy of how brands like American Eagle decide whether cultural backlash is noise — or a business threat.
How the MLS plans to convert World Cup interest into lasting soccer fandom
Alongside advertisers and publishers, the league hopes to use a rare opportunity to promote soccer in the U.S.