Sellers in the RTB ecosystem are misleading buyers by presenting a cookie ID in bid requests that isn't available in the browser, violating established practices.
ID bridging can enhance monetization for cookieless inventory, yet unexpected manipulation of IDs leads to buyer objections, compromising the integrity of bid requests.
The supposed consent from DSPs for ID bridging often does not exist, creating issues with transparency and data integrity crucial for audience targeting and analytics.
Maintaining accurate IDs in bid requests is essential for effective frequency capping, conversion attribution, and overall campaign measurement, which are jeopardized by these practices.
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