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The new way to target ads

The new way to target ads

The new way to target ads using first-party cookies. Moreover, it is an identity resolution provider. The live show is a kind of consented way for advertisers to target users without third party cookies. In addition, it’s a new Authenticated Traffic Solution (ATS) that is launching soon. A visitor goes to a publisher’s website and logs in or signs up for a mailing list.  Because the email address is a part of the profile. When logging in or signing up, make sure you are aware that the data will be matched with Live Ramp’s massive Identity Link database.

The first-party cookies

Firstly, ATS passes the email address to Live Ramp’s Identity Link. Secondly, a token is generated through the wrapper and embedded into the cookie. However, the first party cookies are also targeted with ads designed for that particular user. Thirdly, cookies can only be read by the domain that dropped them on the publisher’s site. The alternative method of cookies uses tracks that create a device/browser ”fingerprint” based on the unique configuration of the browser version, device type, operating system, settings and so on.

First party cookies generally have a lifespan of seven days. However, they can be generated when a visitor returns to that site. Clinger added that ATS builds on Live Ramp’s work with the initiatives launched by the advertising ID consortium. Therefore, those initiatives are designed to reduce the dozens of third party cookies that need to be synched between ad ecosystem providers.

To know more information about first-party cookies and improve your business contact us now.

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