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General Tag FAQs



Is Zeta a member of any organization that develops digital advertising standards?

IAB Europe, Digital Advertising Alliance, European Interactive Digital Advertising Alliance (EDAA), World Wide Web Consortium  

Is there any tool you can recommend for investigating pixel implementation?

Google Chrome Dev Tools is recommended for viewing pixel fires on a page within its Network tab and comes included with the Google Chrome browser.

What data is collected by Zeta? 

Zeta collects anonymous information in order to inform our platform for targeting and reporting:

  • Zeta anonymous/random user ID 

  • The Tag ID, which has a special meaning in our system (e.g., a conversion) 

  • Data from the request headers (e.g., URL of the current page, device type, browser type) 

  • Optionally, the client can pass extra data such as the order ID, order total, and products purchased to help further optimize the campaign. 

What happens to the tags after the contract or engagement has ended?

Zeta will deactivate the Zync tags after 30 days from the end of the contract or engagement.  When the Zync tags have been deactivated they will respond with a 400 error.  Zeta recommends that all tags should be removed from the site promptly to avoid request errors.

Zync Container Tag FAQs



How does the JS container tag work? 

The JavaScript tag is placed on the client pages and executes when a user loads the page. Each tag has a unique pixel ID embedded in the request, which indicates its purpose.

When the browser sends the request, it includes the cookie containing the anonymous browser/device ID.

As the page is loaded from our servers, we know the key information about the event: 

  • Which browser/device, based on the anonymous Zeta ID sent with the request 

  • Which event occurred, based on the unique Tag ID in the request 

  • Other information in the header of the request, such as the URL of the page. 

Will the JS tag impact my site's load time?

The JavaScript version of the Zeta tag will not impact your site's page loading time; here's why: 

  • The Zeta JavaScript itself has loaded asynchronously so that the browser can continue loading/rendering other assets. 

  • We host the JavaScript on a top-tier CDN so that it is highly available and physically near to the end-user to minimize load time/latency. 

What is piggybacking?

For cases when solutions span across multiple Zeta platforms, additional Zeta tags – such as the DSP pixel tag – may be implemented within and can be initiated by the Zeta Global Container Tag. The inclusion of additional tags will not impact the syntax of the Zeta Global Container Tag. If applicable, work with your Account Manager for more information on piggybacked tag(s).

What is a cachebuster? 

To speed up internet browsing, individual user browsers store local copies of web pages and images that are accessed frequently. On subsequent requests for the same URL, browsers use the locally stored content to minimize data transmission and decrease load times. This is known as caching. In order to ensure accurate pixel counts, pixels need to make unique calls to the server and defeat caching, which is done by appending a constantly changing random number, called a cachebuster, into the URL, thereby making the browser believe that each request is unique. Without a cachebuster, there will most likely be discrepancies between first party and third party servers. 

Incorporate a cachebuster value to ensure that your Zeta bundle tags are firing on each page.




What are the other requests I see loading after the Zeta pixel?

There may be instances where our Zeta modules need to sync IDs with ecosystem platforms in order to engage with your customers. The additional requests are called cookie match requests. Each exchange partner creates its own anonymous identifier/cookie for a given device/browser. 

Because each platform refers to the same browser/device with a different random number, we need to know that Platform A's 4567 is the same as Zeta's 1234 in order to have the appropriate information to calculate the optimal bid for an impression. The process of exchanging anonymous/random IDs is called cookie matching. Each time a Zeta tag loads, we match it with exchange partners so that we will have the greatest chance of later recognizing a user and buying optimally on the client's behalf. 

What is cookie matching?

Cookie Matching is a way in which Zeta platforms swap their user identifiers with Exchanges or Data
Partners so that user identifiers from these different sources can be mapped.

Why use JS over image pixels for the DSP tag?

Allows for partner cookie matching.

  • Any partner cookie matching activity (described in more detail above) is done asynchronously (in parallel). This means that if a cookie matching partner happens to be temporarily slow, then it wouldn't impact the other partners from completing the match process. 

  • We defer any partner matching until after the core page is done loading (after the window.onload event which is fired by the browser) to ensure that the end-user experience is prioritized over the marketing data. 

What data is shared with third parties beyond Zeta DSP tags to enable targeting?

  • Display: CRM segments are associated to Cookie IDs and/or Zeta User IDs all within Zeta’s platform. When we find these eligible users across our network/display inventory, we bid on that user.

  • Search: In Google, we are uploading your eligible CRM file segments via API connection into Google Ads. The list is in SHA-256 hash form – no attributes are shared about the customer’s conversion history or site activity, all Google sees is a hashed list of IDs. Google Ads will compare each hashed string on your customer list with the hashed string for email address or phone number of Google accounts. If there's a match, Google adds the corresponding Google account to your custom.

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