Piggybacking, also known as cookie-syncing, refers to the practice of including additional tracking tags or pixels from one advertiser or third-party vendor within the creative assets of another advertiser’s ad campaign. This allows multiple parties to collect data and track user interactions with the ad, even if they are not directly involved in delivering the ad itself.

Piggybacking can track various data types, including impressions, clicks, conversions, and user engagement. This practice is prevalent in the digital advertising ecosystem, where multiple stakeholders, such as advertisers, ad networks, data providers, and analytics firms, aim to gather data about user behavior to improve targeting, retargeting, and overall campaign effectiveness.

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