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VIANT PIXELS OVERVIEW                  

Viant pixels are created within the Identity Management Platform under the Sources dashboard. The 1x1 Viant pixel is invisible to your site’s users. Our tags will not disrupt, alter the design or delay your standard site operations. Viant pixels enable marketers to create new sources of 1st party data. For example, by placing a website pixel on a specific product webpage, marketers capture consumer insights on those visiting that page; captured consumers can then be messaged with relevant advertising based on their brand engagement. Utilizing an email pixel, a marketer could gain insights on consumers that opened emails from their marketing campaign, such as age, gender, ethnicity and device operating systems.

In addition to increasing 1st party insights and data, Viant pixels power many of the reports within Viant's Data Analytics Platform (DAP). Viant’s DAP links disparate consumer data points across both online and offline marketing channels.  Anonymized customer data, such as hashed emails, are used to connect marketing channels or touchpoints. Viant refers to touchpoints as any instance where the consumer was exposed to the brand’s marketing efforts, for example, viewing brand emails or visiting the brand’s website. Viant is able to provide a comprehensive analysis of what drives purchase activity by linking ad exposure to these touchpoints:

  • Website Visitation
  • Email Usage
  • Online Purchases
  • In-Store Purchases

In order to track these activities, Viant uses a series of pixels. Viant also has ability to ingest offline sales.

All pixels provided from Viant are secured and are universal; meaning they can be utilized on both secured and unsecured sites. Viant does not gather or distribute personally identifiable information (PII) via our pixels. Any information that can personally identifiable must be MD5 hashed before being passed to Viant. For more information about Viant's Data Security please see this page.

Pixel modification is not recommended other than updating the timestamp or adding and/or removing pixel parameters, any further modifications may result in a broken pixel that will not pass information back to Viant. It should be noted, when adding parameters to your pixel, in most cases clients will be required to update the parameter placeholders with the proper macros to send data to the Viant Ad Cloud. For a list of parameters that require updating, please see this page.

Can you piggyback a Viant Pixel?

Viant pixels can be used when piggybacking. Piggybacking, also known as universal master tag, is when ad servers, such as Atlas or Dart, insert a single container tag on your site page(s) which can contain multiple tracking pixels from various sources and networks. Piggybacking reduces administration and paperwork involved in implementing pixels on your site.

Viant’s pixels for piggybacking are provided via managed service, the pixels automatically generated in the IMP cannot be used for piggybacking. Viant pixels are compatible with most analytics, 3rd party ad serving companies and ad systems, including but not limited to:

  • Atlas ‘Action’ Tags
  • DoubleClick ‘Floodlight’ Tags
  • Mediaplex ‘Master Conversion’ Tags

If you would like to piggyback a Viant pixel please reach out to your Account Manager. In most cases after the pixel has been provided, advertisers will need to work with their 3rd party universal tag support team to piggyback a Viant pixel.

How can you implement a Viant pixel?

Viant pixels can be implemented through a JavaScript or image tracking code:

JavaScript 

This is the preferred implementation method given it allows Viant to provide more insights to advertisers, such as age, gender, online behaviors and more. By default IMP provides clients with JavaScript based pixels given the amount of insights they can provide, but this method does not work in all environments, such as in non-javascript pages.

Image Tracking Code

This method is used in environments when JavaScript is not allowed.

Image tracking codes are most commonly used to retarget consumers who have been exposed to your creative. This method is also used in environments where JavaScript is not supported. Please reach out to your Account Manager if you would like to implement an Image Tracking Code on your creative.

PIXEL CREATION AND IMPLEMENTATION STEPS

Viant pixels can be implemented on websites, emails or placed within advertising creative. To add an image tracking code to your creative, please reach out to your account manager.

To add a JavaScript pixel from Viant’s Identity Management Platform follow these steps:


Step 1: Navigate to  Sources  dashboard within the Identity Management Platform
Step 2: Click  Add New Source button
Step 3: Select pixel type (‘Website Visitors’, ‘Email Opens’ or ‘Conversions’)
Step 4: Create name for new pixel
Step 5: Select pixel parameters desired or required for measurement
Step 6: Copy the Tracking Code, which is the actual pixel code to be implemented, and paste into any code editing software such as notepad.
Step 7: Replace placeholder parameters with the proper macros from your 3rd party providers (such as mailchimp for email)
Step 9 - 10 see the below steps specific for each pixel

Website

Step 9: Copy the pixel updated with the correct macros and paste into your website, see below for options on website pixel placement.

  • Option 1: The pixel should be placed in the body of the page when you want to re-target based on certain pages visited. We recommend inserting the pixels on the bottom of your page or email for added ease and efficiency; to do so, find the closing </body> tag and insert the pixel code right above it.
    • Note: this option can be used when you want to retarget users who have visited certain pages on your site. To do so, place the pixel code on the page or pages you would like to create an audience from, such as website converters you would place the code on any of your 'Thank You' or 'Order Confirmation' pages.
  • Option 2: If you would like to have the pixel implemented across your site, you can place the pixel in the <head> section of your website. 

Step 10: Log back into the IMP and check your website pixel to be sure that the status bar at the top of the page has changed to 'Tracking'. This can take up to 12 hours.

Conversion

Step 9: Copy the pixel updated with the correct macros and place the pixel in the <body> section of your "Thank You" or "Order Confirmation" page to track engagement and sales. Viant recommends inserting pixels on the bottom of your page for added ease and efficiency; to do so, find the closing </body> tag and insert the pixel right above it. 

Step 10: Log back into the IMP and check your website pixel to be sure that the status bar at the top of the page has changed to 'Tracking'. This can take up to 12 hours.

Email

Step 9: Copy the pixel updated with the correct macros and place the pixel in the <body> section of your email so you can track and target your email subscribers based on email opens. Viant recommends inserting pixels on the bottom of your page for added ease and efficiency; to do so, find the closing </body> tag and insert the pixel right above it. 

Step 10: Log back into the IMP and check your website pixel to be sure that the status bar at the top of the page has changed to 'Tracking'. This can take up to 12 hours after your email has been sent.

  • Note: we suggest that you test the implementation of the pixel on an internal test email to make sure the pixel has been implemented correctly before adding to your outbound email marketing campaign.

Creating a Pixel Tutorial Video

 

For additional tutorial videos, click here.




For information on pixel parameters, please  read more here.



VIANT PIXELS BENEFITS

Website Pixel

Benefits

  • Website retargeting
  • People-based Audience Insights based on website visitors
  • People-based audience segmentation based on website visitors
  • Enables people-based device linkage

The website pixel tracks website visitation that is beneficial to any marketing strategy. In its simplest form, the website pixel can be implemented in order to re-message consumers with digital advertising who have visited your website; this is also known as retargeting.

The Viant website pixel enhances retargeting as it can be used to to generate identity-based insights, audience segmentation, and device linkage. Once placed, the Viant website pixel powers your Audience Insights via the Identity Management Platform (IMP). Demographic and psychographic summaries for your matched visitors are based on known attributes, such as gender, age, and ethnicity . Audience Insights are easily filtered to create custom audience segments for targeting. We recommend the Viant website pixel be installed on the entire website; at minimum it needs to be placed on product or landing pages. Please note: Audience Insights can only be displayed for matched identities

We recommend passing the hashed email variable to attribute individual based identity. If hashed email is not available, Audience Insights will be based on Viant's household-level identity. 

To take full advantage of the Viant’s Data Analytics Platform, we highly recommend the website pixel be used in conjunction with the email and conversion pixels, as well as offline sales ingestion for complete cross device ROI measurement, both online and in-store.

Recommended Pixel Placement

  • Homepage
  • Product page(s)
  • Any highly trafficked webpages

Recommended Pixel Parameters to Pass to Viant

  • Passing hashed email to enable individual-level identity

Conversion Pixel

Benefits

  • Conversion tracking and analysis
  • Online ROI measurement
  • People-based cross device linkage
  • Projecting customer ROI

The Viant conversion pixel is the most dynamic of the three Viant pixels; placement enables a variety of powerful identity-driven insights. In its simplest form, the conversion pixel can be used to track online actions or conversions such as a consumer locating a retail location or signing up for a newsletter. Conversion pixel placement enables traditional digital campaign performance measurement, such as cost per action (CPA). The Viant Conversion Analysis report gives transparent insights into optimal ad exposure prior to conversion, time lag to conversion, and percentage of post-click versus post-impression conversions.

The major benefit of the Viant conversion pixel is that it allows advertisers to pass actual online sales data to Viant for real-time ROI measurement within all of the DAPs cross device and ROI reports.  The conversion pixel will need to be placed on the webpage(s) you plan to track online sales revenue. Once implemented, in real-time at checkout, the conversion pixel securely sends a digital summary of the purchase to Viant: sales amount, transaction timestamp and hashed email (for identity profile mapping).

The conversion pixel can also be used to power the DAP’s Customer Type report which gives marketers the ability to understand how many new customers your ads attracted and estimate projected ROI. You can compare customer types between new, active, and lapsed.

To take full advantage of the Viant’s Data Analytics Platform, we highly recommend the conversion pixel be used in conjunction with the website and email pixels, as well as offline sales ingestion for complete cross device ROI measurement, both online and in-store.

Recommended Pixel Placement

  • Cart or checkout thank you page(s)

Recommended Pixel Parameters to Pass to Viant

  • Passing hashed email to enable individual-level ROI measurement
  • Sales amount and currency to enable ROI measurement
  • Customer type if interested in the Customer Type report 

Email Pixel

Benefits

  • Tailored messaging and targeting based on email open
  • Cross channel attribution
  • Increased device linkage, enabling greater cross device reach of your consumers

A viant email pixel is employed to capture audience information from opened emails. The email pixel enables you to create audience segments based on insights gleaned from email openers to compare with those that have not. When an email is opened, the email pixel fires a request to Viant’s servers, and the associated hashed email address is captured.

The email pixel enhances cross channel attribution. Email performance can be captured and combined with all of your marketing channels to provide a comprehensive view of your digital marketing strategy.

If you are also taking advantage of Viant's IMP onboarding technology, utilizing the email pixel improves your cross device execution capabilities. When consumers open an email with a Viant email pixel placed we can map that device back to an identity profile (if it is not already), this in turn helps to increase your campaign reach across devices. It is for this reason we recommend placing the Viant email pixel at least two weeks prior to campaign launch.

To take full advantage of the Viant’s Data Analytics Platform, we highly recommend the email pixel be used in conjunction with the website and conversion pixels, as well as offline sales ingestion for complete cross device ROI measurement, both online and in-store.

Recommended Pixel Placement

  • Within body message of email marketing campaigns

Recommended Pixel Parameters to Pass to Viant

  • Passing hashed email to enable individual-level identity


Want more on report requirements? See report legends under the DAP section. Want more on offline sales ingestion? Visit here.