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fourth party is likely a reference to ad serving technology...
Mar 21 15:07 pm
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All Comments by ben allen »Two Tips to Predicting Google's Future [View article]
1st party would be site serving ads themselves, 2nd party would be via the use of an ad serving system like Doubleclick, 3rd party would vendors like DFA and atlas where advertisers put their own ad tags into systems like doubleclick to keep their own set of numbers re ad counts and click through. There are a few fourth party systems out there that look at attributes in an ad call (or of the user generating the call) and decide where it can best be monetized and then pass along that call to the most profitable recipient, known as 4th party ad serving. All very much a business that Google could easily play in...