By Sean Larkin

Rocket Fuel has announced that it has issued its first two patents, both of which enable adtech outfits overcome restrictions of using third party cookies by using technology that more directly integrates with advertisers and publishers.

These patents allow advertising technology providers, in partnership with publishers and advertisers, to identify and analyze consumer behavior in order to help brands and advertisers reach and engage with their audiences more effectively.

This includes US patent no. 9,641,631 – dubbed “Method of Storing a Web User ID in First-Party Cookies” – which gives adtech providers a way to address third party cookie restrictions that exist Read full story ›

Source: The Drum