Earlier this month, ad tech giant Colossus SSP was accused by Adalytics of tricking advertisers into buying audiences they weren’t trying to target. The claim was that the sell-side platform was changing the user ID attached to an ad impression to make it more appealing to advertisers. Thus, the SSP could charge a higher CPM.
A few terms were thrown around in the report — as well as by digital ad execs debating the impropriety — to describe the alleged misbehavior, including “cookie stuffing,” “ID mis-matching,” “ID spoofing” and “ID stuffing.”
At its purest, cookie stuffing is the misattribution of a click or impression to an unintended user or company. Digiday covered cookie stuffing a few years back as it pertains to affiliate marketing, but turns out it can be done in programmatic advertising as well. The latter three terms, however, seemed to be used interchangeably, all insinuating that an ID was changed without knowledge or agreement by the buyer to yield a better result for the seller.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.
Deixe um comentário