YellowHammer Media Group is an ad-serving service provider that focuses on high-impact online display performance solutions for the entire Direct Response spectrum—including brands and agencies. This article describes how to configure YellowHammer in your Tealium iQ account.

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Tag Configuration

First, go to Tealium's Tag Marketplace and add the YellowHammer (Omnitarget) tag to your profile (how to add a tag?).

After adding the tag, configure the below settings:

Load Rules

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

Recommended Load Rule:

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 YellowHammer (Omnitarget) tag are built into its Data Mapping tab. Available categories are:


Destination Name Description
Path (tr) Use this to override the configuration value.
SSP Data (sspdata) Map a cookie whose value you set on the landing page.


Since the YellowHammer (Omnitarget) 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
Order ID (order_id) Use this to override the default e-commerce value _corder.
Subtotal/Sale Amount (order_subtotal) Use this to override the default e-commerce value _csubtotal.
Customer ID (customer_id) Use this to override the default e-commerce value _ccustid.