November 2, 2024

Programmatic

In a world where nearly everyone is always online, there is no offline.

Buyers Are Wasting Money on Alt IDs While Cookies Still Persist

Brands proactively testing alternative ways to find audiences, without using third-party cookies, are also wasting a chunk of that budget on sending too many ads to a narrow slice of publisher inventory, new data from the demand-side platform (DSP) Adform reveals. When buyers test alternative identifiers, like ID5, UID2, RampID, or a whole host of…
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