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A look at Digiday’s most popular WTF explainers in 2024


It’s been a long year. And there’s a lot to get straight – what do industry acronyms mean? How will this affect strategy? In our WTF series, we try to break down what these complex topics mean so that the industry can enter their meetings prepared for whatever comes next. Check out some of our favorite WTF explainers of the year below.

(Here it is what resonated in 2023).

The concept of prime media – where agencies invest in media at undisclosed prices to resell to clients – has been on the rise this year. It has become so widespread that the ANA has published a message to marketers about it. Read ours explainer here.

WTF is the attribution reporting API in Google Privacy?

So, as we already know – Google will store cookies in their Chrome browsers, leaving it up to users to opt in (or out). There are many questions about how this will work next year. But we are in this explainer break down how Google evolved an alternative solution for tracking ad sales and conversions.

WTF is the difference between ID bridging and ID spoofing?

Here is a breakdown of the difference between ID bridging and ID spoofing when it comes to programmatic advertising.

WTF is the US Privacy Act

We explored what it would be like have a federal privacy law in place by breaking down the closest the US has ever come to it in the US Privacy Act.

WTF are data collaborations?

In light of the latest cookie news, publishers have become more interested than ever in data collaboration with brands. Read here more about how it looked

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