Teads Cookieless - FAQ

  1. How heavy is the tag? Does it slow down the page load?

A: The Teads Cookieless Tag is very light (~4 kb loaded vs ~20 kb for Google Analytics Tag). It doesn’t slow down the page as it is loaded asynchronously.  

  1. Does the Teads Cookieless tag work on AMP pages?

A: The current version of the Teads Cookieless Tag is not compatible with AMP. The AMP environment is a closed environment, Teads is working together with Google to make it work.

  1. How does the tag affect CWV?

A: The Teads tag doesn’t affect Core Web Vitals

  1. Is it possible to adserve the tag via GAM?

A: No, the Teads tag can be hardcoded, or hosted via Google Tag Manager (GTM), a platform from Google that is commonly used to manage that kind of tag.

GAM is about ad-serving, pricing, auctions,campaigns. It’s not the correct tool to implement a tag in all the pages to collect data about users' visits.

  1. Do the tags need to be on every page or just pages with Teads ad units?

A: The tag must be on all pages. The rationale behind this is that Teads need as many touch points as possible with users that are browsing pages.

  1. Is the Cookieless Monetization subject to ePrivacy and GDPR standards? 

A: Yes, as all other cookies, Teads makes sure to only put our publisher 1st party cookies when positive consent is received from the publisher’s CMP. 

It is also applicable for CCPA, where an opt-out mechanism is required. 

For the other countries where there are laws that govern the use of cookies but no IAB framework, this situation is framed in our latest templates. In that case, Teads will ensure with a contractual obligation, that the publisher complies with the local laws. 

Please note that for the publisher 1st party cookie, Teads must first obtain permission from the publisher in order to place and use the publisher 1st party cookie in their properties. This is because the 1st party cookie is placed in the publisher's domain without specific reference to Teads. Therefore, for the sake of transparency, Teads will have to inform the publisher. 

  1. Is Teads connected to one of the following ID solutions (Liveramp ATS, Zeotap id+, Unify id 1.0, ID5, netID)? 

A: For now, Teads created 2 pieces of codes to get: 

  • The Trade Desks UID 2.0

  • Liveramp IDL

If other initiatives are mainly adopted by our publishers, Teads will most likely onboard new partners. 

  1. What data is collected by the Cookieless Tag and sent to Teads?

A: Here is the list of data collected by the tag and sent to Teads:

  • All informations regarding privacy to ensure Teads is allowed to write a cookie (including but not limited to GDPR CMPs or CCPA)

  • All user IDs provided by the publisher (TTD UID2, LiveRamp, Publisher 1st party user identifier)

  • Visited URL

  • User agents (device characteristics - e.g: browser/OS version-),

  • Timestamp

  • Device ID (if present)

  • User IP

  1. Why is Teads using a separate tag than our format tag? Can the current Teads tag perform the same operations as the Cookieless tags (on the pages where it’s present)? Is the only difference that the Cookieless tag would hypothetically be on all pages? 

A: The Teads format tag is basically delivering ads. Our Teads Cookieless Tag is dropping a publisher 1st party cookie on publishers’ pages to determine users’ interests and target them based on their history in a given domain. Having a unique tag for placing a cookie on pages will allow Teads to have a very light tag, that won’t compromise the page loading. 


  1. Is it using fingerprinting to determine a returning visitor? Does the publisher need to pass 1st party data for it to work? (email address, PPID, etc)?

A: Yes Teads is using fingerprinting as well as IP addresses. The publisher doesn’t need to pass 1st party data for it to work.


  1. If a publisher only wants to use cookieless moving forward, could the publisher be able to get rid of a CMP completely? For publishers who do not have a CMP currently and would like to avoid to implement one and use our cookieless tag integration only. 

A: the cookieless tag is submitted to GDPR so it will not work if the publisher doesn't have a CMP. The cookieless tag aims to counter the disappearance of third-party cookies on Chrome, not to avoid GDPR. For non-consented traffic, the publisher will only get campaigns with contextual targeting.


  1. Should the cookieless tag be 1 tag per publisher or 1 tag per site? 

A: One tag per publisher regardless of the amount of domains. Teads will be able to gather data across all domains from a single publisher.

  1. If a publisher has infinite scroll pages, should the publisher relaunch the part below or the whole tag? 

A: Teads recommends to only run the script once.

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