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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's and SSP SSP's cookie ID's are appropriately synced.
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Cookie syncing can be of two types: SSP initiated or DSP initiated, both of which can be active at the same time. To maximize overlap rates (the number of bid requests with a pre-matched Cookie ID), the 2-way syncing (both SSP and DSP) should be enabled.
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(1) DSP places their Sync URL on the browser via the display, video, etc.
(2) DSP then redirects to the SSP Cookie Sync URL like
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This requires SSP to provide DSP with their, DSP, unique buyer ID (URL parameters are like dsp_id, buyer_id, adv_id etc.).
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The user_id URL parameter value is substituted with the macro [[USER_ID]], which is to be replaced with the exact user ID in our side. |
(3) SSP will then set an SSP cookie on the browser or modify an existing one with the DSP USER_ID and/or USER_DATA.
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(3) This requires DSP to provide SSP with a DSP Sync URL like
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px.adhigh.net/p/cm/{SSP_ID} |
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- Can you initiate the sync on your side?
- Can you store matching on your side?
- How often do you refresh cookies? (in days)
- Do you support secure syncs?
- Other
Also, providing any available cookie sync documentation would be a great help for us as well.
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