Also known as: waterfalling, the publisher’s waterfall

A media-buying process where a publisher’s ad server loads ad-network, SSP and ad-exchange tags one by one.

A daisy chain can also refer to the situation where data or information is passed on from one AdTech platform to others – for example, when a user’s consent status is passed onto many different platforms.

Further reading:

What Is Waterfalling and How Does it Work?

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