for the Digiday Programmatic Marketing Summit, May 6-8 in Palm Springs.
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
Why Coca-Cola has made World Cup TV ads one part of its sports marketing play
The new Powerade World Cup 2026 campaign takes a 360 approach across social, digital, and traditional TV advertising to maximize impact.
Future of Marketing Briefing: In the age of AI, taste is the new competitive advantage
in a world where the tools are everywhere and the output is indistinguishable, taste is the last thing that actually compounds.
Nike’s Boston Marathon billboard chiding walkers inspires new Asics and Ecco campaigns
After Nike removed a controversial Boston Marathon sign late last week, Asics and Ecco responded with messaging focused on inclusivity and everyday movement.