Exclusive: Cookie Deception Sparks Tension Between Buy and Sell Side in IAB Tech Lab

The buy side claims they've been duped by SSPs' solutions for cookieless environments

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Buy-side tech platforms are accusing publishers and the tech firms they work with of using deceptive practices to identify audiences in discussions happening within the IAB Tech Lab over the past month, ADWEEK can exclusively report.

These tactics, spurred by signal loss, can obscure digital marketing efficacy, making techniques like conversion tracking and frequency capping more difficult for marketers.

In digital advertising, demand-side platforms (DSPs) decide which audiences they want to buy on behalf of their brand clients using third-party cookies, which identify users across the web.

Other ways of identifying users have emerged as web browsers like Safari, Firefox, and soon Chrome, have deprecated third-party cookies.



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