(or Cookie Match) A method of enabling data appending by linking one company’s user identifier to another company’s user identifier. This allows advertising platforms to identify users coming from third-party sources such as ad exchanges and DMPs. Because cookies can only be read by the owner of the domain by which they were set, every company in the programmatic ecosystem has unique cookie IDs for each user (i.e. two ad serving companies may have different cookie IDs for the same exact user). The cookie syncing process makes 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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