What is DSP & SSP Cookies Sync and How Does Cookie Syncing Work?
- September 27 2020
- 1150 views
In this post, we’ll answer those very questions, and explore more!
We must first get an overview what cookie syncing is and how it works, and then read the rest of the post below to learn more.
Cookie syncing is a user identification and data collection process.
Data companies use cookie syncing to exchange user data with each other.
If you work in online advertising, then you’ve probably heard of cookie syncing. But what is it? How does it work? And why do data companies use it?
But why use cookie syncing first?
Problems: cookies are domain-specific, which means they can't be read by other domains. This reduces the effectiveness of online advertising campaigns.
1. Data companies map each other's unique user IDs.
2. Then, the platforms store both IDs in a cookie matching table.
3. The user data is exchanged later, typically in batch files the results.
4. User data is shared on different data platforms.
This means that advertisers can improve targeting during real-time bidding auctions. Cookie syncing generally means that when a user visits a website A, the website sends the user's cookie to website B through page jumps, so that website B can get user privacy information of the user on website A, and then use RTB (Real Time Bidding ), AdNetwork and other platforms for effective advertising push services (this part involves a series of advertising push services and platforms such as SSP, DSP, RTB, DMP, etc.).
The user visits the A website through the browser, the browser sends the cookie of the A website to the A server, the A website server get the user's tracking ID information through the cookie, and construct a redirect URL containing the user ID information, after receiving it, the page jump is performed, and the cookie information of website B is sent to website B while jumping to website B. Website B can associate the user's information on website A with the information of this website, thus realizing subsequent targeted advertising push and other services.
Researchers visited the top 1500 websites on Alexa and found that after two trackers syncing their cookies, they could share data completely, just like a tracker. Using cookie syncing can prevent users from clearing cookies to a certain extent. After the user clears the cookies on one website, if the other syncing party uses a certain method (Evercookie) to restore the cookie, the cookie data of both sides of the website can be restored after syncing association.
Many security tools and even browsers allow turning off tracking cookies. Cookie tracking is becoming more and more restricted. Browser fingerprint tracking has gradually become an important technical means of web tracking.
In 2022, Google will eliminate third-party cookies, around 70 percent of desktop/laptop users and 41 percent of your mobile audience won’t be traceable through traditional methods.
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