ID bridging

The first half of this decade has left publishers reeling from a pandemic jab and an AI uppercut that rearranged our reality and knocked us to our knees. Here’s how pubs and their ad tech partners can punch back in the years ahead.

Every week, we publish an original comic creation inspired by trends in the online advertising industry. These are the stories – and the highly specific double entendres – behind AdExchanger’s top 10 comics of 2024.

Scott McKinley shares his journey from professional cyclist and captain of the 1988 US Olympic Road Cycling Team to CEO and founder of data validation provider Truthset. The road was more linear than one might think.

2024’s most popular guest columns offer a snapshot of an industry in flux – and one that’s grown cynical due to repeated promises of unrealized change.

There’s been plenty of mudslinging in and around the Chrome Privacy Sandbox. But the Protected Audiences API (PAAPI) maybe ain’t so bad, according to researchers at Boston University.

ID bridging isn’t the problem. Buyers are objecting to unexpected, undisclosed manipulation of critical data in bid requests by sellers.

What will Chrome’s third-party consent look like? We offer our best guess. Plus, we spotlight the controversy around ID bridging. The tactic supplies IDs for cookieless inventory through a spectrum of approaches, and not all of them are buyer-approved.

The concept of ID bridging has long been the foundation of programmatic advertising, writes LiveIntent CEO Matt Keiser. What is cookie matching but an early iteration of ID bridging? 

In January, the Chrome browser removed third-party cookies for 1% of users, to facilitate testing of the Privacy Sandbox –  and a new controversy was born.

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem …