Overview
Ad serving and conversion tracking tag (rebranded to Innovid following the Mediaocean merger in February 2025) that delivers creative assets, tracks impressions and clicks, and collects conversion data across publisher websites. Typically deployed through agency relationships rather than directly by the website operator, making it less visible to governance teams. Includes identity resolution capabilities that link user interactions across devices and channels, raising cross-device tracking concerns for DPOs.
Detection capabilities
- Signature count
- 4
- Detection methods
- network
- Property types
- hostnamepathname
Performance impact
Performance Impact
- Requests per page
- 1
Common mistakes
- 1Not being aware that Flashtalking tags are present on the website because they were deployed through agency-managed ad campaigns rather than the organisation's own tag manager
- 2Failing to audit Flashtalking's identity resolution capabilities, which link user interactions across devices and create cross-device profiles
- 3Assuming that ad serving tags are the responsibility of the agency or publisher when the advertiser remains a data controller for conversion tracking on their own website
- 4Not including Flashtalking in the CMP configuration because the tag was deployed outside the standard tag management process
- 5Overlooking the third-party cookies and cross-domain tracking mechanisms used by Flashtalking for multi-touch attribution
Compliance considerations
Flashtalking tags set cookies and transmit impression, click, and conversion data to Flashtalking (Mediaocean) servers. Under GDPR, this constitutes personal data processing requiring advertising consent, and the advertiser typically acts as a joint controller with Flashtalking for conversion tracking on their website. Flashtalking's identity resolution features involve cross-device tracking that requires specific disclosure in the privacy notice. Flashtalking processes data in both EU and US data centres; organisations should verify the processing location in their Flashtalking DPA. The tag should be blocked until advertising consent is granted, and organisations should establish clear governance over agency-deployed tags to ensure they are included in consent management and cookie audit processes.
Related services
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