DSP Cookie Syncing

The following is a description of the PubNX Exchange Cookie Sync service for Display (Desktop & Mobile Web) traffic. This service enables a DSP to receive a mapping of an PubNX user cookie with the DSP’s user cookie, thus enabling the DSP to identify users in subsequent PubNX bid requests.

Step-by-Step Cookie Syncing Process

Following steps describes the cookie syncing process:

  1. User visits the online marketer’s Website.
  2. When ad moves into the impression then it redirects to the marketer’s DSP.
  3. The user browser receives the DSP’s cookie.
  4. Redirects that DSP cookie to various SSPs at the same time that the DSP cookie syncs with.
  5. When user calls those SSPs, then the call is passed DSP1 cookie Id on that user in a key-value parameter.
  6. The process is completed when the DSP1 is logged in the match table for each and every SSP and receives the SSP’s cookie in return.

Following diagram describes the cookie syncing process:



Symbols Description  


Redirect/Standard Call


DSP Cookie Delivered


Cookie Sync/ Call


SSP Cookie Delivered


Redirect URL used for cookie syncing



  • parameter d is the Id of Demand Side Partner.
  • parameter user is the Demand Side Partners cookie Id. 

Expectation from DSP Side

When DSPs ad appears in impression for the first time then your pixel will be called. DSP has to replace the user parameters value, contained within the URL, with their own cookie Id which DSP will add at the user end. After adding the cookie Id, DSP has to redirect to that URL from the same user end(browser).