WTF is ID spoofing?

Earlier this month, ads served through ad tech giant Colossus were found by Adalytics to have mislabeled IDs attached to ad impressions.

In light of the discovery, ad tech execs accused Colossus of tricking advertisers into buying audiences they weren’t trying to target. The claim was that the sell-side platform was changing the user ID attached to an ad impression to make it more appealing to advertisers. Thus, the SSP could charge a higher CPM.

A few terms were thrown around in the report — as well as by digital ad execs debating the impropriety — to describe the alleged misbehavior, including “cookie stuffing,” “ID mis-matching,” “ID spoofing” and “ID stuffing.”

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