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
How startup brands prep their supply chains for launches in Target and Walmart
How young brands handle the expensive operational costs that come with launching into thousands of Walmart or Target stores.
Digiday+ Research: How are marketers measuring success on the top social platforms?
Engagement, impressions and sales will be the top performance metrics marketers will be looking at on social media in 2025.
Why advertising industry professionals are considering becoming creators
The question of whether to become a creator now is common in advertising and marketing circles.