Brands proactively testing alternative ways to find audiences, without using third-party cookies, are also wasting a chunk of that budget on sending too many ads to a narrow slice of publisher inventory, new data from the demand-side platform (DSP) Adform reveals. When buyers test alternative identifiers, like ID5, UID2, RampID, or a whole host of others, it's mostly in environments where cookies do not exist, like Firefox and Apple's Safari and iOS. While traffic in these environments is... Read this story
