Glossaryweb cookiesuser identification

Cookie

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Also known as: web cookie, HTML cookie

A cookie is a small text file saved by a browser and stored on a user's device, containing pieces of information about that user.

Cookies are a foundational element of online advertising. Publishers, advertisers, and AdTech platforms rely on them to identify users across different websites, target those users with relevant ads, and report on and measure campaign performance.

Behavioral Targeting
Also known as: online behavioral advertising (OBA) Behavioral targeting is a form of ad targeting that serves ads to users based on behavioural data collected about them. Rather than targeting based solely on the…
Deterministic Matching
Deterministic matching is the process of identifying the same user across different devices using a unique and persistent identifier, such as an email address. Because the identifier is fixed and verified — rather than…
First-Party Cookie
A cookie created by the domain the user is currently visiting. First-party cookies are set directly by the website a user interacts with and persist only for that domain. Common uses include remembering language…
Probabilistic Matching
A method that uses varied data sets and statistical algorithms to identify the same user across different devices and applications with high probability. Because each device carries its own unique identifier — such as a…