Abstract: In an advertising serving exchange or network, in one aspect, the invention features a computer-implemented method that includes enabling a data provider to provide a content-request tracking token that associates cookie information with a user when the user visits a website. The method also includes allowing, by the data provider, at least one business entity transacting in a common domain to perform an action based on the cookie information when the user subsequently accesses the webpage. The method can also include selecting an advertisement from one of a plurality of advertisers to be placed on a webpage based on the action. In some arrangements, the data provider passes a share of the proceeds back to the website that supplied the information (e.g., the website on which the pixel was placed).