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Why we sync?
The user ID matching process between the DSP and the SSP happens through a process called cookie syncing. Cookie syncing is necessary because web servers of any kind can only request cookies that are set to their own domain.
Cookie syncing is an essential part of digital advertising that allows a DSP (aka buyer) to obtain the information that will allow them to serve the most appropriate advertisement. Thus, it is important to be sure that DSP and SSP cookie ID are appropriately synced.
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