Pixel FAQs

Pixel Piggybacking FAQ

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Why Do We Piggyback?

In order to buy inventory efficiently (and programmatically), Zeta utilizes pixels from our exchange partners to match their user IDs with our internal user IDs. With this cookie matching strategy, we can have more insight to the user's actions and determine which user is more likely to convert. This is a standard programmatic practice and an effective strategy that we have always had in place. With that being said, we do have the ability to turn off these piggybacked pixels. However, the disabling of cookie matching would negatively impact campaign performance.

How Many Pixels Do You Piggyback?

We determine which pixels need to fire based on whether the user's IDs have already been matched or not. Therefore, our pixel might fire with 4 piggybacks one time or 10 the next depending on the user's cookies. If an image pixel were placed, we would only fire 4 to 5 at a time max regardless of the user's cookies. If a JavaScript pixel is placed, then it is possible that all 23 could fire if no cookies have previously been matched.

Will This Slow The Page Load?

Version 9+ pixels load asynchronously which means the page will load as the pixels are loading and in some cases, the page will have loaded before we have completely loaded the piggybacked pixels. Older pixels versions that we have supplied in the past are synchronous pixels, this means a pixel must be completely loaded before the next pixel in the chain can start to load. This can cause page load latencies, which many clients are sensitive to.

How Does Piggy Backing Relate to Cookie Matching?

In order for us to cookie match with our exchanges, we have to piggyback their pixels on to ours so that the exchange pixels fire exactly at the same time that our pixel fires. This way we can match the exact unique ID from our database with the exchange's unique ID that they have on that particular user

What Pixels Do We Piggyback?

In order to buy inventory efficiently (and programmatically), Zeta utilizes pixels from our exchange partners to match their user IDs with our internal user IDs. With this cookie matching strategy, we can have more insight to the user's actions and determine which user is more likely to convert. This is a standard programmatic practice and an effective strategy that we have always had in place. With that being said, we do have the ability to turn off these piggybacked pixels. However, the disabling of cookie matching would negatively impact campaign performance.

Can We Disable Piggybacking?

Yes, but this is our very last resort as it most likely will hurt performance. If your client requests this please reach out to Ops Management.


Sharing Pixel FAQs

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Can I use pixels from another Advertiser or Account?

Yes, pixels can be shared from one Company to another Company via the pixel settings. Open the Pixel (as described above), and then click Share with Accounts, and select the account.

It is recommended that pixels are not shared with the same Advertiser in which they were created. Doing so will create duplicates of the pixel for this Advertiser in the pixels list.

Can I use shared pixels on multiple Campaigns?

Yes, you may assign shared pixels to multiple campaigns.

Why would I re-purpose pixels instead of creating new?

Pixels collect a large amount of data and learnings that can be beneficial for our models. If the pixels are already placed on a page and have been firing for some time, it would be ideal to leave these pixels on the page and utilize the learnings rather than starting fresh. Additionally, getting pixels placed and firing properly can require significant lead time.

I shared pixels into a new company, but I don't see them in Analyze Pixels in the new advertiser

Pixel fire data can only be found under Analyze Pixels in the original advertiser where the pixel was created.

I am trying to select the shared pixels in the Forecaster and I don't see them

You will need to use the Forecaster tool under the shared pixel's original advertiser to pull avails.

Cookie Matching FAQ

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What Is Cookie Matching?

Cookie Matching is a way in which buyers such as Zeta and Exchanges such as AdX and AppNexus exchange their user identifiers so that user identifiers from these different sources can be mapped and used to buy inventory more efficiently and to gain more insight into user actions. This enables us to better determine which users are more likely to convert.

General FAQs

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Why aren't any fires of my conversion pixels from my website form tests being recorded as "messaged" or "conversions" by the DSP?

For the fire to be recorded as "messaged" and count as a conversion, the Zeta DSP requires the entire flow from encountering a live ad impression through to visiting your conversion pixel to occur.

Why am I not seeing my pixels populate in the Report Builder?

If you are at viewing advertiser-level pixels, this is likely due to your pixels not having been placed. The pixels will only populate in Report Builder if they are firing, so double-check website placement.

If you are at the campaign-level pixels, make sure that you have assigned the pixels to the campaign on the Goals and Tracking tab of the Campaign Builder. If the pixels are not assigned to the campaign, they will only be viewable at the advertiser-level.

What is expected behavior when changing the pixel type on a pixel that is assigned to a campaign?

  • When a conversion type pixel assigned to a campaign is changed to either landing or tracking type, conversions recorded in the past 60 days for that pixel will be zeroed out on the campaign.

  • When a landing type pixel assigned to a campaign is changed to conversion type, attributed (messaged) fires in the past 60 days will be counted as conversions on the campaign.

  • When a conversion type pixel assigned to a campaign is unassigned, conversions recorded up until the time it was unassigned will remain on the campaign