Tag Data & the Zeta Identity Graph
At Zeta, customer data privacy and transparency are top priorities. By default, we do not ingest customer-provided data into our identity graph. However, there are specific scenarios where implicit cookie linkage data, collected via tagging infrastructure on customer websites, may be incorporated into the Zeta Identity Graph. Let’s take a look at the pathways through which this may happen, along with what data is collected and how it is used.
Data Ingestion Pathways
Here’s an illustration of how cookie-based data flows into the Zeta Identity Graph.
Blue arrows represent these data ingestion pathways.
Two main tag-based mechanisms can contribute to identity graph linkages:
LiveIntent Tag
LiveConnect Tag (with nonID Cookieless ID resolution)
LiveIntent Tag
Purpose | Enhances user addressability by connecting the LiveIntent cookie space to Zeta’s (Zync) cookie space. This can improve reach within and beyond the Zeta ecosystem, often linking to hashed emails and DSP cookies. |
Default Status | Disabled |
Default Status: | Can be requested and added as a piggyback to any Zync tag. |
How to Check If It’s Enabled
Go to Account Setup > Integrations > Website Tags
Click on each tag to view the Tag Redirects Table
Look for a green checkmark next to "LiveIntent" – this indicates the tag is active
How It Works
Your Zync tag sets or reads a 3rd-party Zync cookie
It redirects to the LiveIntent tag and P13N, passing along the Zync ID
LiveIntent sets/reads its own cookie and matches it with the Zync ID
This cookie linkage is stored in a segregated log and later batch-ingested into the Zeta Identity Graph
Data Collected
LiveIntent Cookie ID (3rd party)
Zync Cookie ID (3rd party)
IP Address
Browser User Agent
Timestamp
How the Data is Used
To create or update cookie-to-cookie linkages in the Zeta Identity Graph
LiveConnect Tag (Including Cookieless ID Resolution)
Purpose | Improves the unknown-to-known match rate in Zeta Marketing Platform (ZMP) by resolving hashed emails and enhancing identity accuracy. |
Default Status | Disabled |
Default Status: | Can be added manually as a piggyback to Zync JavaScript tags. |
How to Check If It’s Enabled
Go to Account Setup > Integrations > Website Tags
View the Tag Redirects Table
Look for a green checkmark next to "LI Booster" – this indicates the LiveConnect tag is active
How It Works
Zync tag loads the LiveConnect tag
LiveConnect reads/sets