What is Cookie Matching?

Cookie Matching, aka as Cookie Syncing, is the process of linking the user identifier (the cookie ID) from one advertising technology to another.

It helps advertisers to make better bidding choices and target users more effectively making it possible for multiple parties (i.e. a DSP, an SSP and a DMP) to map each other’s IDs, allowing them to share data freely and recognize the same user.

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