assumed in the beginning that the DSP already knows which cookies belong to a particular audience segment. This can be because the DSP itself collected the data (typical for retargeting), or because it has an integration with external data vendor. In the latter case, the data vendor and the DSP first need to synchronize their cookies – just like in the above example. Then the data related to individual cookies can be transferred to the DSP either in real-time using pixels, or in regular intervals using batch processing (also referred to as server-to-server integration).
