Identity

Cookie Syncing — Definition & Explanation

The process of matching user identifiers across different ad tech platforms. When a user visits a publisher's site, multiple platforms exchange cookie IDs to create a unified view of the user across systems. Declining with cookie deprecation.

How Cookie Syncing Works

Cookie syncing uses redirect pixels to match IDs. When an SSP's pixel fires on a publisher page, it redirects through DSP pixels, allowing each platform to learn the other's ID for the same browser session.

Why Cookie Syncing Matters for Publishers

High cookie match rates mean more buyers can apply audience targeting, which drives up CPMs. As cookies deprecate, publishers need identity solutions to maintain addressability.

Frequently Asked Questions

Is cookie syncing going away?

Third-party cookie syncing is declining as browsers restrict cookies. Publisher first-party data and identity frameworks like UID2 are replacing cookie syncing.

How does Stellor Media address cookie sync challenges?

Stellor integrates with identity frameworks including UID2 and LiveRamp RampID to maintain addressability beyond third-party cookies.

What is the impact of low match rates on revenue?

Lower match rates reduce addressable inventory, which typically reduces CPMs by 20-40% for un-matched impressions.

Related Terms

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