Cookies Demand Side Platform Marketing 
Martech Series
SEPTEMBER 30, 2022
FreeWheel and Comscore announced a partnership that expands the Connected TV (CTV) contextual targeting capabilities available through FreeWheel’s demand-side platform, Beeswax. Media buyers using the Beeswax platform now have access to Comscore’s Predictive Audiences and CTV brand protection offering.
Digiday
NOVEMBER 17, 2024
The deal lets Cognitiv’s ContextGPT product integrate with Index’s Marketplaces platform, which helps publishers use curation tools across demand-side platforms, data activation platforms and commerce media networks. Index then sends the impression to the advertiser’s demand-side platform before placing a bid.
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YieldBird
JULY 1, 2025
Traditionally, advertisers would layer third-party audience data onto their campaigns through demand-side platforms (DSPs). However, the industry is shifting, with supply-side platforms (SSPs) now taking a leading role in curation to reduce dependence on third-party cookies. Why is Curation Gaining Momentum?
illumin
JUNE 15, 2025
UPDATED: JUNE 2025) MarTech (Marketing Technology) and AdTech (Advertising Technology) are distinct aspects of modern marketing that are differentiated and simultaneously overlap and complement each other. MarTech is the use of software to automate, streamline, and improve the marketing efforts and campaigns of businesses.
illumin
SEPTEMBER 19, 2024
Some must-know programmatic terms are: Demand-side platforms (DSP): Platforms that let media buyers automate and optimize digital ad space purchasing. Supply-side platforms (SSP): The other end of the spectrum – publishers use SSPs to manage and sell ad space on their own apps or websites.
VideoWeek
NOVEMBER 25, 2024
Ongoing uncertainty over the future (or lack thereof) of third-party cookies is increasingly shifting advertisers towards CTV, where they can leverage first-party data to target engaged audiences. “There aren’t first-class APIs, the identity data that they can accept varies across different platforms,” he says.
Digiday
FEBRUARY 28, 2023
Marketers are increasingly hemmed in by the rising tide of privacy laws across the globe, plus multinational corporates’ preference for a tighter grip on the technology they use forcing them to seek flexibility.
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