WTF is piggybacking?

Piggybacking is how an ad tech firm can drop a third-party cookie on a website’s visitors via another ad tech firm that the website has granted access, as covered in this explainer video skit.

October 07, 2022

WTF is piggybacking? Piggybacking is how an ad tech firm can drop a third-party cookie on a website's visitors via another ad tech firm that the website has granted access, as covered in this explainer video skit. Additional coverage: Podcasters are waiting for Apple and Spotify to offer more flexibility and features to grow listenership and discovery for show subscriptions. But both platforms pose challenges. As we continue redefining work culture, client relationships are often influencing the way agencies and media firms make real estate decisions. Part of BeReal's appeal and its differentiation from other social media platforms is the spontaneity and lack of planning for what is shared. But that presents its own challenges. In the latest edition of our Confessions series, in which we trade anonymity for candor, we hear from a senior exec at an ad tech company about what that limbo is like. Even as brands are shelling out more dollars for social media ads, online literature platform Wattpad is holding onto its ad dollars, opting for an organic social strategy. Other things to know about We want to hear from you. Take this quick five-minute survey to help Digiday learn how to make our products even better and you'll be entered to win one of five $25 Amazon gift cards. Join this webinar on October 18 at 1 p.m. EDT to learn how marketers are building campaign-metrics experimentation into their strategies while navigating rising costs. Sponsored by Cardlytics. Download this new guide to learn how marketers are adapting to changing social media audiences and leveraging social shopping. Sponsored by Inmar Intelligence. Top Stories The Programmatic Marketer WTF is piggybacking? Piggybacking is how an ad tech firm can drop a third-party cookie on a website’s visitors via another ad tech firm that the website has granted access, as covered in this explainer video skit. howdy! Audio Anywhere Apple, Spotify podcast feeds pose challenges for growing subscriptions Podcasters are waiting for Apple and Spotify to offer more flexibility and features to grow listenership and discovery for show subscriptions. Sponsored by SuperAwesome How metaverse activations are driving brand awareness and purchase intent From in-game ads to virtual events and digital items, brands are experimenting with multiple touchpoints to engage young people in the metaverse. Advertisement howdy! Agency Culture How clients are dictating agencies' return to in-person work As we continue redefining work culture, client relationships are often influencing the way agencies and media firms make real estate decisions. Sponsored by StackAdapt How advertisers are engaging with valuable gaming audiences Marketers are helping brands grow by delivering succinct and impactful messages to in-game audiences. howdy! Future of Work Why BeReal poses security risks at work Part of BeReal’s appeal and its differentiation from other social media platforms is the spontaneity and lack of planning for what is shared. But that presents its own challenges. Advertisement Sponsored by Dailymotion How objectionable video content damages brand perception Content filtering ensures a brand’s reputation is not blemished by a platform that pairs their ads with objectionable video. howdy! The Confessions 'A lot of waiting, watching and partying while Rome burns': Confessions of an ad tech exec on the third-party cookie delay In the latest edition of our Confessions series, in which we trade anonymity for candor, we hear from a senior exec at an ad tech company about what that limbo is like. howdy! Experimental Channels Why online lit platform Wattpad is keying its organic digital strategy on TikTok videos Even as brands are shelling out more dollars for social media ads, online literature platform Wattpad is holding onto its ad dollars, opting for an organic social strategy. All Latest Stories Going Global A year after coming under Axel Springer’s control, Politico’s Europe and North American businesses are closer than ever Politico is still realizing what a global brand might look like, but Politico EU's CRO Nicolas Sennegon is already pursuing an advertising business that extends across the pond.

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