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The digital marketing glossary > C > What is Cookie matching definition?

What is Cookie matching definition ?

Cookie matching is a way for bidders on an ad exchange to know if they have had an initial contact with an individual related to a bid request send by the ad exchange without needing pixel piggy backing.

Without cookie matching, each potential buyer (bidder) of an impression should have direct or indirect access to the visitor browser through third party tags / pixels.

It’s a method of enabling data appending by linking one company’s user information (related to a cookie) to another company’s user information in respect of the security limitation of cookies being tied to a single domain.

Cookie matching is essential for all forms of behavioral targeting through ad exchanges.

Two articles with illutrations for the "geeks":

Google cookie guide

Mike on ads

Published on Monday 31 December 2012 (Authors)