Mediavine Announces First Advancement in Privacy Sandbox Testing [Yahoo! Finance]
comScore, Inc. (SCOR)
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Source: Yahoo! Finance
NEW YORK March 26, 2024 /PRNewswire/ -- Mediavine , the largest exclusive full-service ad management firm in the U.S., announced the first successful server-to-server integration in the Privacy Sandbox's Protected Audience API (PAAPI) since its launch earlier this year. Working with OpenX, one of the world's leading omnichannel supply-side platforms, Mediavine configured the first server-to-server (S2S) solution conducted within PAAPI. This was achieved via component auctions through server-to-server communications, resulting in efficient, cookieless advertising. With Google Chrome's upcoming third-party cookie deprecation, the advertising industry is currently experiencing the biggest shift in the history of programmatic. Ad buyers are seeking a streamlined method to assess cookieless offerings within their current workflows. This preliminary S2S integration is the first successful RTB workflow that will be viable for buyers and the ecosystem at large. S2S integrations transmit
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