The IAB Tech Lab’s Seller-Defined Audiences (SDAs) specification is one of many digital ad industry efforts to replace the third-party cookie with privacy-friendly alternatives.

The initiative, which allows publishers to organise their audience composition in a standardised manner, does seem to bring back a level of control over the publisher’s business…

But how exactly do SDAs work, and are they going to emerge as one of the answers to how advertisers and publishers can evolve from the cookie-based system that currently underpins online advertising?


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