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TABLE OF CONTENTS
Overview
Cookieless (i.e. the deprecation of 3rd party cookies) is already a reality and user identity solutions as know them will increasingly become redundant. This will impact monetization, as current practises will become technically more difficult in this new environment. Typically, the way campaigns are targeted, delivered, and reported upon will be affected
At Teads, we are deploying several innovative solutions to limit the revenue impact for publishers, and the success of these depends on close collaboration between ourselves and our Publishers
To achieve this we require our Publishers to complete the following 3 actions:
Add a dedicated Cookieless Tag on all their pages
Share their publisher 1st party cookie identifier
Share their unique IDs such as The Trade Desk UID2.0 and/or IdentityLink from LiveRamp identifiers as primary solutions.
Teads Cookieless Tag relies on 1st party cookies that will remain available on the long run. This new tag automatically maintains a siloed (limited to a single domain) view of returning users that is used to determine their interests and deliver related targeted ads. Your 1st-party cookie ID that will directly benefit programmatic buyers expecting to rely on a standard identifier to deliver ads (e.g: for frequency capping management).
Unique IDs will be used by the ad-tech players for cross-site identification and represent an opportunity to deliver targeted ads (e.g: access to 3rd-party data and DMP).
This document provides you with the implementation guidelines of the Teads Cookieless tag, which can be used to manage the 3 functionalities mentioned above.
Tag setup
Integrating Teads Cookieless Tag in your website is really easy.
To be effective, this tag needs to be integrated in all your pages and at the top window.
1. Get your Teads Cookieless Tag
Your Teads Cookieless Tag is accessible under your TFP account, in the Inventory section after clicking on a given integration method.
This tag is unique to you and will be the same on all your properties.
2. Integrate the script
To integrate the Teads Cookieless Tag on your website, copy paste the following code inside the <head> section of all your pages of your websites:
<script>
window.teads_analytics = window.teads_analytics || {};
window.teads_analytics.analytics_tag_id = "TEADS_COOKIELESS_TAG_ID";
window.teads_analytics.share = window.teads_analytics.share || function() {
;(window.teads_analytics.shared_data = window.teads_analytics.shared_data || []).push(arguments)
};
</script> <script async src="https://a.teads.tv/analytics/tag.js"></script>
Please be sure your Teads Cookieless Tag ID is correctly set in the variable window.teads_analytics.analytics_tag_id.
Note: you can integrate this tag via Google Tag Manager. However, this tag is not compatible with a server-side integration of Google Tag Manager. At the time of writing, Google Tag Manager does not provide enough information in the API to enable Teads to execute proper checks before dropping a cookie.
3. Check the integration
To test the script integration, you can look at network calls and look for calls to at.teads.tv and see the value of the analytics_tag_id is the same as the one you’ve set up.
Prebid integration
If you are using Teads via a Header-Bidding integration, be sure you are using Prebid in 5.8.0 or later, see the release note for more information.
Important: Teads Cookieless Tag is also mandatory when using Prebid. The Teads module in Prebid will be responsible for propagating user IDs to Teads SSP.
AMP integration
AMP integration is not supported so far.
First Party cookie technical details
Cookieless (i.e. the deprecation of 3rd party cookies) is already a reality and user identity solutions as know them will increasingly become redundant. This will impact monetisation, as current practises will become technically more difficult in this new environment. Typically, the way campaigns are targeted, delivered and reported upon will be affected.