WTF is piggybacking?

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.

https://digiday.com/?p=469585

More in Marketing

Snapchat sunsets its AR Enterprise division as it vows to give advertisers AR tools

“We are not diminishing the importance of AR,” he said. “In fact, we are strategically reallocating resources to strengthen our endeavors in AR advertising and to elevate the fundamental AR experiences provided to Snapchat users.”

Measuring Success graphic using ruler and coins

Why Activision Blizzard Media is using an Attention Measurement Scorecard to raise marketers’ confidence in gaming

In Q4 of this year, Activision Blizzard Media is launching in beta a new measurement tool dubbed the Attention Measurement Scorecard. The goal: to raise brands’ and marketers’ confidence in in-game advertising.

With Taylor Swift’s Eras Tour movie, Cinema advertisers hope for a Q4 boost

The concert film will likely help build on cinema advertising’s momentum after Barbenheimer.