The IAB Tech Lab introduced standards to make identifier declaration more transparent, addressing concerns about deceptive practices in identifying audiences in adtech.
ID bridging faces scrutiny for linking users across different environments, raising concerns about accurate audience targeting and potential fraud in ad campaigns.
New protocols update the use of Extended Identifiers (EID) field in bid requests, reserving the buyeruid field specifically for agreed-upon identifiers like cookies, aiming to reduce confusion in the adtech ecosystem.
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