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CookiePro Knowledgebase

What is Piggybacking?

Last Updated: October 30, 2019

Advertising companies trying to reach a large user base can be limited by cookies because those cookies are domain-specific, meaning they can only be read on the domain that created the cookie.  For advertisers, this restricts their ability to collect information about users and display relevant ads.

Imagine for a second that you’re an advertiser launching a campaign for a new cookbook.  If you’re trying to reach your ideal target audience, you’ll want to filter down your audience by analyzing their website browsing behaviors and the sites they are visiting.  If you could only reach that target audience based on the one site and platform that they visited, it would be very difficult to deliver personalized ads that drive users to convert.

That’s where ‘Piggybacking’ comes in – it’s a way for AdTech companies to reach a broader user base by exchanging data across different platforms and sites, and therefore, better target audiences with personalized online advertisements.

For example, let’s say you go to a website and add an item to your shopping cart, then you navigate to a different website and see an advertisement for that item you added to your cart – that’s piggybacking.

Also known as:

  • Tag redirects
  • Daisy-chains
  • Hops
  • Cookie Syncing

 

Is your data collection strategy compliant?

If your site is using piggybacking or cookie syncing to collect and share data, it's important to make sure your site complies with GDPR and CCPA among other regulations. Leverage CookiePro - integrated with IAB TCF 2.0 to create a compliant cookie policy on your site.