Join us Dec. 1-3 in New Orleans for the Digiday Programmatic Marketing Summit
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
Walmart adds AI-generated audio summaries to select product pages
Walmart has added such audio summaries to product pages on its app for more than 1,000 premium beauty products.
Digiday+ Research: Advertisers diversify their use of DSPs, to Amazon’s benefit
Amazon’s DSP has seen a growth in advertisers’ use of and preference for the platform over the last year and a half, as others such as The Trade Desk and Google have lost some clout with advertisers.
How brands are trying to optimize, outsmart AI answer engines across the zero-click landscape
AI answer engines are prompting marketers to rethink strategies for brand visibility and content optimization in a rapidly evolving, zero-click search landscape.