Cookie Syncing Is Growing, Posing Data Leakage and Revenue Threats to Publishers

For every publisher-approved cookie, there are four more that are unauthorized

No one likes an uninvited guest showing up at a private party and snooping on every conversation. For some publishers, that’s playing out on their sites, but with more damaging repercussions, like exposing them to data leakage, damaging audience trust and leading to missed revenue opportunities.

Cookie syncing is when ad tech companies map a user from one system to another in the digital supply chain by dropping cookies on a publisher’s website. Ad tech partners match cookies, allowing them to communicate user identities through the chain.

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