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A bidder pays to open an ad request before it knows if it wants it
I measured what it costs a bidder to open a request it will never bid on: about 7 microseconds of CPU and 13 kilobytes of memory, spent before anything looks at whether it's wanted.Dynamic Traffic Engine, donated to IAB Tech...
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Latest articles
An IP address is almost always there, and that still doesn’t make it trustworthy
Device ID can go missing, and so can a cookie. An IP address almost never does, which doesn't make it...
Containerization: An established technology with evolving programmatic applications
Containerization is the packaging together of an application’s code, and all the files and libraries it needs to run, into...
A cookie ID has to survive five checkpoints to work at all
To count the same person twice, for a frequency cap or a retarget, you need one identifier that holds still...
