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The collection and merging of users’ digital traces is known as Cookie matching. Users leave digital traces on the websites they visit. By merging these different user IDs, a more targeted approach is achieved via Cookie matching.

Each Cookie has its own universe

Websites distribute their Cookies to visitors. In Cookie-matching, the Cookie IDs assigned to the visitor are gathered together and processed for better ad targeting. The problem with the sCookie deposited by technology providers, publishers and Advertisern is that they can basically only be read by the manufacturer. The structure and content of the Cookies are only known to its creator. The Cookie ID identifies the owner, i.e. the manufacturer of the Cookie.

The Cookie matching table connects universes.

If the creator of a Cookie ID passes it on to a friendly system in the context of Cookie matching, this system can briefly access the user’s browser and set its own ID there. Both IDs, that of the originally visited page and the new Cookie ID of the third-party system are now stored in the matching table.

Inquiries in the matching table

If a new website is visited, it can ask for further information about the user in the Cookie matching table. In this way, the user can be better classified and addressed with more relevant advertising messages. Theoretically, he could also be excluded from the advertising communication with the information obtained.

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