Tag Data & the Zeta Identity Graph
At Zeta, customer data privacy and transparency are top priorities. In order to provide the flexibility and privacy tools our customers need, we enable two primary tag configuration types that define how data may (or may not) be ingested into the Zeta Identity Graph via tagging infrastructure.
CRM Configuration - no data is ingested into the Zeta Identity Graph
Advertiser Configuration - cookie linkage data may be ingested into the Zeta Identity Graph
These configurations are governed by which tags are enabled inside of the Zync Container tag. Specifically, the tags which may collect data into the Zeta Identity Graph are:
The Zeta DSP Tag - used for cookie-based ad targeting
The LiveIntent Tag - used to enhance addressability through 3rd party cookie syncing
The “Active” LiveConnect Tag - used for cookieless resolution
CRM Configuration
In our CRM Configuration, data flows in such a way that we never ingest customer-provided data into our identity graph.
(No data collection into the Identity Graph)
Zeta DSP Tag | Never enabled |
LiveIntent Tag | Never enabled |
LiveConnect Tag configuration | Passive |
Data Handling | No data flows into the identity graph from the client’s website. |
Advertiser Configuration
In the Advertiser Configuration, we collect implicit cookie linkage data through our tagging infrastructure on customer websites, which may be incorporated into the Zeta Identity Graph. Note that first-party data provided by the client is still completely segregated from the Zeta Identity Graph.
(Data collection into the Identity Graph)
Zeta DSP Tag | Enabled |
LiveIntent Tag | Enabled |
LiveConnect Tag configuration | Active |
Data Handling | Cookie linkage data flows from the client site to Zeta and may be ingested into the identity graph |
Let’s take a deeper look at the pathways through which this may happen, along with what data is collected and how it is used.
Data Ingestion Pathways
Zeta DSP Tag
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 "DSP" – this indicates the Zeta DSP Tag is active
How it Works
The Global Tag / Zync loads the Zeta DSP tag
The Zeta DSP tag reads or sets a 3rd party cookie, then makes a resolution call to the Zeta DSP server
The Zeta DSP server stores the cookie and ingests it into the identity graph
Data Collected
LiveIntent first-party cookie ID + apex domain
LiveIntent third-party cookie ID
IP address
Browser User Agent
Timestamp
How the Data is Used
Create/update linkages between identity spaces in our identity graph
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
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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
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
The Global Tag / Zync loads the LiveConnect tag
The LiveConnect tag reads or sets a 3rd party and a 1st party LiveConnect cookie, then makes a resolution call to the LiveConnect server to attempt to resolve the user's identity
If resolution is successful, the hashed email is then passed to P13N
The LiveConnect server stores the cookie and identity data in a segregated log file and ingests it into the identity graph
Data Collected
LiveIntent first-party cookie ID + apex domain
LiveIntent third-party cookie ID
IP address
Browser User Agent
Timestamp
How the Data is Used
Create/update linkages between identity spaces in our identity graph