Impression Tracking

The following tracking script sets cookies into the users device. It tracks data which may be used for marketing optimization, content optimization or user segmentation. In some legislations the user needs to make an explicit consent before this code can be legally executed on his or her device.

As we only act as a data processor, you are responsible for obtaining consent in accordance with applicable legislation. If our tracking script gets activated and you have not complied with the applicable rules in obtaining user consent, you may be at risk of sanctions for which we are not responsible.

This is a generic tutorial for setting up impression tracking. We will be adding pages for each DSP with more specific instructions.

Depending on the ad platform, it is needed to either fill in a url of a tracking pixel that will be included with a creative or create a HTML snippet similar to this:

<img src="{{pixel trackin url}}" width="1" height="1" />

The pixel url can look like this:

The response of our service is a transparent 1x1 PNG image.

How to build the URL

This section describes what parameters should be included in the URL.

Supported query string parameters:

pid - the property ID given to you by your Account Manager.

utm_source - should be the same as the creative link's utm_source parameter

utm_medium - should be the same as the creative link's utm_medium parameter

utm_campaign - should be the same as the creative link's utm_campaign parameter

utm_content - should be the same as the creative link's utm_content parameter

gdpr - set to 1, if GDPR applies, 0 otherwise.

gdpr_consent - a valid TC String according to IaB framework. Should be supplied as a macro from marketing platform.

default_consent - specify if consent from the user was obtained by other mechanism than IaB framework. Details about consents handling are described in Consents section.

Most of the platforms support macros to insert utm parameters and gdpr consent automatically.

e.g. platform can support utm_campaign={{campaignName}}

In case the macros are not supported in your platform, the parameters needs to be created manually.

You can find this out in the documentation of each platform.

Some platforms supports some cache buster parameter (some kind of timestamp to prevent the request be cached). These should be included in the query string as well.

You can find this out in the documentation of each platform.

Other parameters can be tracked as well, but it requires custom configuration in Roivenue to process data from them. Contact your Account Manager for help.

Impression pixel has no direct access to a cookie consent. It relies on parameters in the URL to determine if user has consented with tracking.

Before setting up a tracking cookie and saving any events, our service needs to decide if the user has given consent that he can be tracked.

The consent is passed through gdpr and gdpr_consent parameters. gdpr parameter indicates if GDPR legislation applies for in user's location, gdpr_consent parameter shall contain as a TC string.

  1. You should set gdpr=1 if the GDPR legislation applies in user's location. It should be 0 otherwise.

  2. If you have gdpr=1, you need to provide valid TC String in the gdpr_consent parameter. If gdpr_consent will be missing and GDPR is applicable for the same event, such event will not be tracked.

The TC String is provided by the ad platform through macro. It is also possible that your platform does not provide TC String. In such case you should check the ad provider's documentation how the platform handles the consents. It is possible that platform automatically passes information to pixels (like Roivenue Pixel) only when the user consented which means that all the passed information can be tracked. In such case you need to set default_consent = 1. We recommend always validating the exact workflow of your platform.

  1. If gdpr=0 or the gdpr parameter is missing, you need to provide parameter default_consent. It should equal to 1 if you have the consent to track the user and 0 othewise.

The flow-chart above describes how Roivenue decides if an impression will be tracked or not.

  • If GDPR applies and gdpr_consent parameter is provided, Roivenue tries to read the TC string from gdpr_consent and then checks if the TC string is valid.

The TC string validation requires that:

  • string has been issued by a CMP that is registered in IAB framework.

  • TC string version is 2.0 or greater.

  • consent to both purposes 1 and 7 (according to IAB framework) were given.

  • consent vendor list of the TC string is either empty or Roivenue’s IAB vendor ID is included in consent vendor list.

  • If GDPR applies and valid gdpr_consent parameter is not provided, Roivenue will not track the impression.

  • If GDPR does not apply and default_consent=1, Roivenue will track the impression.

  • If GDPR does not apply and default_consent=0. Roivenue will not track the impression.

As we only act as a data processor, you are responsible for setting up the Roivenue Measurement in line with applicable legislation in your country.

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