In Blendee, the creation of tags is done through a dynamic, fast and platform-driven step-by-step process.

The essentials for setting up a Blendee tag are as follows:

• Destination, the media channel you want to track with the tag. You can track your website, an Advertising campaign (Adv), a Direct Email Marketing (DEM) campaign;
• Action, the event you want to track with the tag. Based on the selected destination, the available actions are: i) Pageviews, ii) Custom Event, iii) Impressions, iv) Click, v) Video.

Depending on your choices, the tag will have specific parameters, including:

• Format: it can be JavaScript, Image or AMP, depending on the functionality of the external platform.
• Metric: This is the unit of measurement of the tracked action. It can be View, Impression, Click, Event, or Video Metrics (Start, Quartile, etc.), depending on the destination and the selected action.
• Platform: this is the external platform where the tag is inserted. By selecting a platform, the tag code will contain specific parameters that the platform will send to Blendee via dynamic macros. For tags with Destination Website, the available platform is “Blendee Audience Platform”. Typical options are:
  • Blendee Audience Platform
  • Google Display & Video 360
  • AppNexus
  • Others (contact the Blendee team if you need a platform that is not available on the list)
• Cookie Matching: This is the process of matching cookies between Blendee and external platforms. Choose the same platform where you will synchronize your Audiences: this will allow a higher match rate and less cookie loss.
  • Website: If you add a cookie matching platform, you will override the default platforms (set by the Blendee team during the onboarding phase).
  • Adv: for ADV tags there are no predefined platforms, so you must select one or more platforms to perform cookie matching. For tags with Format = Image, cookie-matching platforms are released one after the other, according to the order in which they are placed (e.g., if a banner ad has a frequency limit = 1, cookie matching is only done with the first platform).
• Piggyback: is a code (for JavaScript format) or URL (for Image format) used to launch a format on a web page. With this feature, you can dynamically execute JavaScript code as a response to the tracked action. The code can contain some dynamic macros that are returned in real time.