Conversant Ad Server Tag Setup Guide

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Conversant Ad Server (formerly Mediaplex) provides cross-channel advertising technology solutions and services that enable marketers to achieve one-to-one messaging, greater efficiencies and a competitive edge through insightful reporting and analytics. This article describes how to configure Conversant Ad Server in your Tealium iQ account.

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Tag Configuration

First, go to Tealium's Tag Marketplace and add the Conversant Ad Server Tag to your profile (how to add a Tag?).

After adding the Tag, configure the below settings:

• Tag Type: Used to select the Conversant Ad Server tag/pixel of your choice.
  • MCT/Container: The default tag. Used to attribute an event to the previous click, view, or natural search event.
  • ROI/Conversion: Used to track conversion events for attribution to the previous click, view, or natural search event.
  • Natural Search: Used to capture click events on the destination page from a known search engine.
  • Superpixel/Retargeting Pixel: Used to store user attributes in the Conversant DMP for retargeting.
  • Impression/Tracer Tag: Used to track impressions hosted by a publisher or third-party and to track events.
  • Sync Pixel: Used to sync a third-party cookie ID with Conversant.
• Account ID: Client ID for the Conversant MCT.
• Placement ID: Unique identifier of a placement for the Conversion, Natural Search, Tracer, and SuperPixel Tags. The format for a Placement ID is four numbers separated by dashes (1234-1234-5678-9).
• Conversant Business ID: Unique identifier for the Ad Server client provided by Conversant. Used in the Sync Pixel.

Load Rules

Load Rules determine when and where to load an instance of this Tag on your site.

Recommended Load Rule: All Pages

Data Mappings

Mapping is the process of sending data from a data layer variable to the corresponding destination variable of the vendor Tag. For instructions on how to map a Variable to a Tag destination, see Data Mappings.

The destination variables for the Conversant Ad Server Tag are built into its Data Mapping tab. Available categories are:

Standard

Destination Name	Description
Page Name (page_name)	The identifier for the page type in MCT. If there is a Transaction ID or E-Commerce Order ID this will be set to "order_confirmation". If the Event Type is "cart_view" this will be set to "shopping_cart". Used in the MCT/Container and ROI/Conversion tags.
Event Type (event_type)	Uniquely identifies each type of interaction that is tracked on the site. Used in the MCT/Container and ROI/Conversion tags.
Unique ID (mpuid)	The unique ID for the event. Defaults to a random number. Used in the MCT/Container and ROI/Conversion tags.
Landing Page Url (mpcl)	The URL of the landing page after last the click. This does not need to be encoded before being passed to Tealium. Used in the Natural Search tag.
Referring Page Url (mpvl)	The URL of the referring page after last the click. This does not need to be encoded before being passed to Tealium. Used in the Natural Search tag.
DMP Tracked Group IDs (spg)	An array of group identifiers provided by Conversant, one value required for each DMP tracked item. Used in the SuperPixel tag.
DMP Tracked Sub Group IDs (spsg)	An array of sub group identifiers provided by Conversant, one value required for each DMP tracked item. Used in the SuperPixel tag.
DMP Tracked Names (spn)	An array of your names, one value required for each DMP tracked item. Used in the SuperPixel tag.
DMP Tracked Values (spv)	An array of your values, one value required for each DMP tracked item. Used in the SuperPixel tag.

E-Commerce

Since the Conversant Ad Server Tag is e-commerce enabled, it will automatically use the default E-Commerce Extension mappings. Manually mapping in this category is generally not needed unless:

• You want to override any extension mappings.
• Your desired e-commerce variable is not offered in the extension.

Destination Name	Description
Transaction ID / Order ID (transaction_id)	A unique ID to identify a customer order. Use this to overwrite the e-commerce variable _corder. Used in the MCT/Container and ROI/Conversion tags.
Checkout Units (Checkout_Units)	The number of items that are part of an order. This will be calculated from the list of quantities if a value is not mapped. Used in the MCT/Container and ROI/Conversion tags.
Checkout Revenue (Checkout_Revenue)	The revenue value associated with an order. Use this to overwrite the e-commerce variable _csubtotal. Used in the MCT/Container and ROI/Conversion tags.
Shopping Cart Items (Shopping_Cart_Items)	The number of items that are part of a cart view. This will be calculated from the list of quantities if a value is not mapped. Used in the MCT/Container and ROI/Conversion tags.
Shopping Cart Revenue (Shopping_Cart_Revenue)	The revenue value associated with a cart view. Use this to overwrite the e-commerce variable _csubtotal. Used in the MCT/Container and ROI/Conversion tags.
Cart ID (cart_id)	A unique ID to be added to the mpuid for unique identification of Cart View events. Used in the MCT/Container and ROI/Conversion tags.
GUID (guid)	An ID to be added to the mpuid for unique identification of events. Used in the MCT/Container and ROI/Conversion tags.
UID (uid)	An ID to be added to the mpuid for unique identification of events. Used in the MCT/Container and ROI/Conversion tags.
SKUs (sku)	An array of item SKUs. Use this to overwrite the e-commerce variable _csku. Used in the MCT/Container and ROI/Conversion tags.
Quantities (qty)	An array of item quantities. Use this to overwrite the e-commerce variable _cquan. Used in the MCT/Container and ROI/Conversion tags.

Custom

Destination Name	Description
DMP Tracked Item (dmp_item.cstgroupid.cstsubgroupid.cstname)	Using this will override all DMP Tracked arrays from the Standard box. A single DMP Tracked Item custom mapping where cstgroupid should be replaced by the Group ID, cstsubgroupid should be replaced by the Sub Group ID, cstname should be replaced by the Name, and it should be mapped to the variable holding the desired Value. Used in the SuperPixel tag.
Tracer Data Custom (tracer.cstname)	A custom name-value pair for use with the Tracer tag. Replace cstname with the Name and map to the variable with the desired value. Used in the Tracer tag.