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Episode 64: Listeners Strike Back
Marketecture: Get Smart. Fast.
Challenges in Querying IDs for DSPs and SSPs
IDs used by DSPs and SSPs are not easily queryable as they are stored in databases difficult to access via simple SQL queries. Additionally, these platforms lack human-like intuition, making it unlikely for them to identify and act on new IDs without prior knowledge. Moreover, even if you manage to identify and address an ID-related issue, a new challenge arises when the ecosystem changes, such as when browser cohorts merge, and it becomes complex to distinguish between different types of IDs that are received.
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