Programmatic ad buying is notoriously complex, often involving dozens of ad-tech companies jockeying for position each time an ad goes up for bid.

The process gets especially messy just before bids are placed, when these companies all try to sync their own anonymous identifiers that allow them to use the information they have about the visitor.

But this chaotic sequence, which can slow down page loads and hinder the ability to learn more about visitors, may come to an end if a new initiative from 20 ad-tech companies works.

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