Today, retargeting is an essential component of a merchant’s acquisition strategy. The principle, now well known, consists of displaying targeted advertising messages for a product or product category, when a web surfer who has shown an interest in this product on a merchant site, browses other sites.
To implement this mechanism, the merchant site must be able to inform each retargeter of the interest shown by an Internet user who has browsed its site without purchasing. In practice, this can be both tedious and time-consuming, since to retrieve this information, each retargeter must register with the merchant and place his or her own tags on the site.
Fortunately, ContainerTag was just around the corner…
ContainerTag facilitates exchanges between merchants and reloaders
Effinity’s ContainerTag enables merchants to simplify their retargeting management: once installed, it acts as a tag container, centralizing exchanges between the merchant and all the retargeters he has selected. It’s a tag management tool designed to simplify the implementation and activation of your publisher partners’ tags without the constant intervention of your technical teams.
In concrete terms, the ContainerTag is a Javascript code hosted by Effinity, which is called directly by the merchant’s site and contains the tags of the retargeters. This script is asynchronous, which guarantees that it will not block the execution of your pages. It does not proactively collect any information about the site, but simply retrieves the parameters transmitted by the merchant.
Retargeters are then called by the ContainerTag and receive information from the merchant based on the pages viewed by an Internet user. This call enables them to learn more about the user’s browsing habits by setting third-party cookies. They can then display advertising inserts on different sites, tailored to each user’s areas of interest.
Integrated RGPD compliance and consent management
In a digital ecosystem constrained by regulations, the Effinity ContainerTag stands out for its compliance with CNIL and RGPD guidelines. It acts as a trusted third party guaranteeing that advertising tags are only triggered with the user’s consent.
The system retrieves the user’s consent information directly via your CMP (Consent Management Platform) or via a dedicated parameter in the calling URL. Effinity conditions the triggering of publisher scripts on this consent: if the user accepts the use of their data for advertising targeting, partner tags are activated and fed with data. Conversely, we always respect the user’s expressed wish, thus ensuring legal certainty for the merchant.
In addition, an overview page is generated to list the various actors and cookies deposited, making it easy to populate your legal notices and inform your users.
A wealth of data for refined targeting
Beyond the simple visit, ContainerTag enables the transmission of granular data via dynamic parameters, essential for high-performance campaigns. This information is pushed into the URL calling the script. Exploitable data includes :
- Precise identification: via the parameters idcat (category identifier) and idp (product identifier) to align with your product catalog.
- Transactional context: using price, amount (excluding tax and shipping) and quantity parameters.
- Customer typology: the newcustomer parameter can be used to distinguish a new customer from an existing one, thus refining bidding strategies.
- Search intent: the q parameter tracks the terms the customer searches for on the site.
This data enables publishers to activate their marketing technologies to capture user behavior and offer retargeting or ultra-relevant targeted advertising.
ContainerTag to determine the degree of engagement of Internet users
The Effinity ContainerTag is also used to track the degree of engagement of “last click” users, i.e. the last page viewed before purchase. This enables us to provide additional information to the merchant site. For example, if the user has gone to a specialized site to retrieve a discount code, after having chosen a product, in order to finalize his purchase. This information can be taken into account by the merchant to adapt the couponer’s remuneration, depending on whether his or her contribution is opportunistic, i.e. at the basket level, or real, as a business contributor.
Flexible integration secured by a charter of good conduct
ContainerTag integration is designed to be quick and easy, requiring only a single intervention by your technical teams. It can be done in two ways:
- Via a tag manager (recommended): like Google Tag Manager or TagCommander, creating a tag for each page type (Home, Product, Shopping Cart, etc.).
- Directly in the HTML code: by placing the tag in the source code of each page before closing the </head> tag.
To ensure optimal service to merchant sites, we require all publishers to sign a Code of Conduct. Through this document, they undertake to respect data confidentiality, not to use the data collected for any purpose other than the advertiser’s campaign (no resale or third-party monetization), and to guarantee that their scripts are asynchronous so as never to slow down your site.
In this way, the unique installation of a ContainerTag responds to a twofold challenge faced by e-commerce sites: how best to target Internet users who have expressed an interest in their products, while guaranteeing the conformity and security of the data transmitted.
