A third-party is a platform the advertiser uses in the ad tech ecosystem. For instance, if an advertiser employs an ad server to store ad creatives and enhance their ad campaigns, that ad server is termed a third-party ad server.
In ad tech, publishers have consistently held the status of the first-party, as they directly own the websites and ad space sought by advertisers. When advertisers acquire media from a publisher, the publisher is regarded as engaging with a third party concerning the website or other advertising medium and business.
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