If ID spoofing is the latest villain of the open programmatic market, nefariously trying to siphon ad revenue from advertisers’ pockets, ID bridging is the hero trying to play peacemaker amid cookie deprecation.
But the twist in this story is that the hero and the villain are twins separated at birth, operating on the same genetics, but raised on different moral codes. While ID bridging champions transparency, ID spoofing masquerades behind a lack of reporting, hoping to not get caught.
“It’s a disservice to call it ID bridging and separate that from ID spoofing,” said Justin Wohl, CRO of Snopes and TV Tropes. “[That] might suggest that these are differentiated technologies, but it’s one and the same.”
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