Tracking Guidelines

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General Tracking Guidelines


General Tracking GuidelinesThe Interactive Advertising Bureau (IAB) has proposed general conditions for the use of tracking, which we should utilize in our communication with clients and agencies. As a standard practice, up to five tracking pixels have proven effective per advertising material. This typically includes:

  • Two counting pixels for impression tracking (media agency and technical service provider) 
  • One click command 
  • One viewability measurement (e.g., meetrics) 
  • One market research pixel (e.g., GfK)

The use of collected tracking data is strictly limited to the booked campaign and the booked period on our websites. Further use or sale of the data to third parties is prohibited.

Tracking Guidelines under TCF (Transparency and Consent Framework)

When a tracking/pixel/TAG is used in a campaign that processes personal data, the following points should be considered: 

All URL-based components of an advertising material (e.g., redirect, pixel tracker) must contain the IAB macro gdpr_consent=${GDPR_CONSENT_XXX} for processing the TC String, where XXX represents the numerical Vendor ID according to the IAB's global vendor list.




In order for us to recognize and locate this GDPR macro in the future, we require a minimum of 5 business days' notice before the campaign starts, detailing how and where this GDPR macro will be delivered in the redirect, scripts, iframes, and/or any other tracking methods. All advertising material tags/trackings used by us must include these GDPR macros.

Note to Technical Service Providers (Vendors)

Additionally, please provide us with the technical service providers that will be used. A service provider/vendor may only be used if they are already implemented in the Consent Management Platform and, of course, only when user consent is present.