Create and Export Pixels


The DSP has a simple and intuitive process for creating various pixel types for your advertisers and campaigns. Before you create a pixel, consider the following:

  • If you plan to create more than one pixel, postpone generating code until you have created all of them. After they are created, export them in bulk.

  • If your pixel code has any errors or does not fully conform to what the platform expects, you can edit it.

  • If you already have a pixel that is similar to the one you want to create, it may be faster to clone it.

Create a Pixel

1-Navigate to the DSP logo in the upper left corner. The DSP shows a menu for Advertisers and Admin.

2-Select the Account that contains your advertiser, and then select your Advertiser

3-Click Data Collection > Pixel

4-Click + Pixel in the upper right-hand corner to create a new pixel.

5- The New Pixel window appears. Complete the required fields. 

6- Click the Pixel Code tab to view the code generated from your choices above. While some pixels let you choose the type of code, we strongly suggest you use JavaScript pixels.

7- Click Save in the lower right-hand corner to save your new pixel. 

Pixel Field Descriptions

The table below details each field on the New Pixel window:



Basic Settings


The name of the pixel as entered by a user.

Pixel Type

Choice of:

  • Attribution

  • Conversion

  • Data Transfer

  • Landing

  • Post Conversion

  • Redirect

  • Survey

  • Tracking

  • Video Completion


A description of the pixel as entered by a user.

View Window

Actions will be counted if a conversion happens within this number of days after an ad view

View Attribution

This will assign a fractional conversion credit based on this value (0-100%)

Click Window

Actions will be counted if a conversion happens within this number of days after an ad click

Click Attribution Rate

This will assign a fractional conversion credit based on this value (0-100%)

Share with Accounts

Select the Account the pixels should be shared with

Tag Code

The unique identifier fo the given pixel. It can contain letters, numbers, dashes, or underscores. If not specified, a unique number will be assigned


The value in currency associated with this pixel

Piggy Backing

Pixel Implementation

Indicates which version of the DSP pixel (JavaScript or Image) will be placed on the client’s site. The selection made here will determine which field is shown beneath it.

Secure HTML

This field is displayed if “JavaScript” is selected under Pixel Implementation. If the JavaScript version of the DSP pixel is placed on the client’s site, then any number of JavaScript or Image pixels can be piggybacked. The HTML code for any 3rd party pixels can be pasted into this field as long as they are wrapped in <img> or <script> tags and use secure HTTPS protocol.

Secure URL

This field is displayed if “Image” is selected under Pixel Implementation. If the Image version of the DSP pixel is placed on the client’s site, then only one Image pixel can be piggybacked. The URL for a 3rd party pixel can be entered into this field as long as secure HTTPS protocol is used.


Landing Page URLS

Enter the URL that the user can land on after clicking the pixel

(plus) Landing Page URL

Click the add sign to add additional Landing URLs


NOTE - If the user plans to use the “piggy-back” functionality that is outlined above this setting must be “Disabled” in order for the Piggybacking settings to function correctly.

Toggle - can be switched to Disabled or Enabled

If Enabled the following criteria will need to be added:


URL Settings: Select how the redirect URL call will be made

  • Force secure

  • Force non-secure

  • Make Dynamic


Insert Data Element(s)

Data elements are a method for collecting data. They are typically configured as query string parameters on pixel tags. The data captured may be used for immediate tageting (via a ruleset) setting or updating attributes, or logging for custom analysis

Additional checkbox’s:

  • revenue (_rev)

  • code (_pcode)

  • order id (_orderid)

Copying Pixel Code

  1. Open a text editor on your computer. (On Windows, you can use Notepad.)

  2. Paste the code and save the file with a .txt extension.

  3. Share this .txt file with the person who will install the Pixel code on the advertising site, along with the following tips:

    • Place Pixel code exactly as is somewhere within the <body> ... </body> tags of a page.

    • Place all of the code, including the comments and <noscript> sections.

    • When using a container or tag management Pixel, place the code in the corresponding receptacle.

    • Ghostery is a free browser extension that displays the Pixels implemented on a page. You may use it to verify that a Pixel installation worked.

    • If an installation is not working, the first two possibilities to check are that the original code is intact and that the container or management system was set up correctly.

Use JavaScript for Pixel code when permitted. Benefits include:

  • JavaScript Pixels capture richer data than image pixels do.

  • They permit parallel loading that helps prevent slowdowns on the page.

  • The same Pixel can be employed on both secure and non-secure pages.

  • They work well with tag-management systems and container tags.

  • They include <noscript> logic for backward compatibility with browsers that do not support JavaScript.

  • If you have questions/concerns about JavaScript Pixels, reference JavaScript Tags.

Exporting Pixels

  1. To export pixel(s) from your advertiser's account, simply select the individual pixels you would like to download. 

2. Click the Export icon in the upper right-hand corner to download your pixels as a CSV file. 

About Cache Busters

Web browsers store local copies of HTML code and images for pages they have previously accessed. Large Internet service providers (ISPs) often store frequently accessed content on their own proxy servers. Both activities are known as caching. On subsequent requests for the same URL, browsers use cached copy to minimize data transmission and increase speed. This creates a problem for Ad and Pixel servers since subsequent requests are not visible to them.

For example, if someone comes to a page containing a DSP Pixel on July 1 for the first time, the browser would request the Pixel from the Zeta server and then will cache the Pixel. When the same person visits the same page with the same browser again on July 15, the Pixel would not be requested from the server and would instead be served from the local cache. Thus Zeta would not know about the July 15 visit, but only the July 1 one.

One clever way to defeat caching is to insert dynamically into the URL a value that is different every time the page is requested; this makes the browser believe it is a unique page and forces it to request the Pixel from the server every time. This value is called a cache buster.

There is more than a way to generate this unique value. One is to ask the system for a timestamp with sufficient precision to reflect milliseconds. Continuing the previous example, on the first-page visit the request might be something like:


The next time the user visits the page the URL will differ because it uses a new timestamp and the browser is forced to request the Pixel from the server again, rather than using timestamps:


However, more frequently, cache busters are random values generated by the code on the Pixel's page or generated by macros in "container" (aka "parent") Pixels such as those provided by DART Floodlight. When such a page is served, these macros are replaced by the actual values.

Here are the most common Container Pixels and their cache busting macros:

Container Pixel

Cache Busting Macro

Example of use in DSP Pixel

DoubleClick Floodlight




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