This article describes how to set up the Acxiom Real Identity rTag tag in your Tealium iQ Tag Management account.

rTAG provides the ability to flexibly instrument digital channels with data collection capabilities, identity generation and association, privacy governance and containers for managing invocation of partner tags.

In this article:

Tag Tips

  • Use mappings to override or dynamically set the tag configurations.

Tag Configuration

Navigate to the Tag Marketplace to add a new tag. Read the Tag Overview article for general instructions on how to add a tag.

When adding the tag, configure the following settings:

  • Domain Name: A subdomain of the client’s domain name with a CNAME that much be changed to rTAG.
  • ESI toggle: (Optional) Top level directory indicates whether ESI is enabled. 
    1 — Indicates files are processed for ESI directly.
    2 — Indicates that ESI files are gzipped and cached after being generated.
  • Logging Mode: Logging mode based on the logging requirements of the client.
  • Tag Type: The filename of the object to be received.

Load Rules

Load the tag on all pages or set conditions for when your tag will load. For more information about load rules, see the Load Rules documentation.

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 available categories are:

Tag Configuration

Variable Description
Domain name (domain_name) [String]
ESI toggle (esi_toggle) [String]
Logging mode (logging_mode) [String]
Tag type (tag_type) [String]


Variable Description
Cache buster, typically set to a random number or timestamp (r) [String]
Encoded URL destination for a 302-redirect directive (ru) [String]
Event ID (evid) [String]
Session ID (s) [String]
Domain (dmn) [String]
Path with filename (pn) [String]
Query string of the URL (qs) [String]
Domain of the referring page (rdn) [String]
Path with filename of referring page (rpn) [String]
Query string of the URL of referring page (rqs) [String]
Unique user agent/user/browser identifier, which can be from a cookie, a statistical ID, or other source (uu) [String]
Statistical id (suu) [String]
The specific class tag configuration to be used (cls) [String]
Publisher or site identifier (pubid) [String]
Partner unique identifier (puu) [String]
Payload passed by client in clientObject (payload) [String]
Advertising agency identifier (ag) [String]
Advertiser or marketer identifier (adv) [String]
Campaign identifier (ca) [String]
Creative identifier (cr) [String]
List of user segments (sg) [String]
Comma separated list of entity types (aqet) [String]
Client-determined variable 0 (v0) [String]
Client-determined variable 1 (v1) [String]
Client-determined variable 2 (v2) [String]
Client-determined variable 3 (v3) [String]
Client-determined variable 4 (v4) [String]
Client-determined variable 5 (v5) [String]
Client-determined variable 6 (v6) [String]
Client-determined variable 7 (v7) [String]
Client-determined variable 8 (v8) [String]
Client-determined variable 9 (v9) [String]