There’s been plenty of mudslinging in and around the Chrome Privacy Sandbox. But the Protected Audiences API (PAAPI) maybe ain’t so bad, according to researchers at Boston University.
ID bridging isn’t the problem. Buyers are objecting to unexpected, undisclosed manipulation of critical data in bid requests by sellers.
What will Chrome’s third-party consent look like? We offer our best guess. Plus, we spotlight the controversy around ID bridging. The tactic supplies IDs for cookieless inventory through a spectrum of approaches, and not all of them are buyer-approved.
The concept of ID bridging has long been the foundation of programmatic advertising, writes LiveIntent CEO Matt Keiser. What is cookie matching but an early iteration of ID bridging?
In January, the Chrome browser removed third-party cookies for 1% of users, to facilitate testing of the Privacy Sandbox – and a new controversy was born.
Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem …
Curation’s shift to the sell side is giving DSPs less control over how advertisers curate audiences, which is creating new tensions in the programmatic ecosystem.
