ID Spoofing Dents Campaign Performance

"The clandestine swapping out of IDs in cookieless environments without consent hampers the campaign performance, data shows. Go figure. These practices, dubbed ID spoofing, have been under increased scrutiny since February and are the subject of conversations within the IAB Tech Lab. It’s tricky to detect when ID spoofing is happening, and this will only get harder with cookie deprecation.

Data from demand-side platform Basis Technologies found that when publishers and supply-side platforms use techniques disguised as regular cookie-based targeting, conversion rates decline."

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