These Ad-Tech Players Are Teaming Up to Challenge Facebook and Google's Data Dominance

Creating a common cookie to compete

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A trio of ad-tech companies—AppNexus, MediaMath and LiveRamp—have founded a new consortium tasked with creating standards for programmatic advertising in hopes of taking on Facebook and Google’s walled gardens.

“Today, 48 percent of all digital advertising dollars accrue to just two companies—Facebook and Google,” said Brian O’Kelley, CEO of AppNexus. “That dynamic has placed considerable strain on the open internet companies that generate great journalism, film, music, social networking and information.”

The three tech companies are working to essentially pool their data together to create a common cookie, pieces of code that track users across websites.

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