Overview
Ad verification tag that typically arrives on websites through the ad delivery chain rather than being deployed directly by the site operator. Measures viewability metrics, detects invalid traffic, and analyses page content for brand safety. Governance teams frequently encounter this tag during audits without prior awareness of its presence, as it is embedded alongside ad creatives by advertisers and agencies through ad servers.
Detection capabilities
- Signature count
- 2
- Detection methods
- network
- Property types
- hostnamepathname
Performance impact
Performance Impact
- Requests per page
- 2
Common mistakes
- 1Not being aware that Mint AV tags are present on the website because they are deployed through the ad serving chain rather than the organisation's tag manager
- 2Assuming ad verification tags are purely technical and do not require consent, when they collect device and browser data that constitutes personal data under GDPR
- 3Failing to include Mint AV in the cookie audit because it appears as an unknown third-party domain in network requests
- 4Not assessing whether Mint AV's viewability measurement involves processing personal data (IP addresses, device characteristics) that requires a legal basis
- 5Overlooking the data flows between Mint AV and the advertiser's broader ad tech stack, which may involve sharing measurement data across multiple platforms
Compliance considerations
Mint AV tags collect device and browser data for ad viewability and verification purposes. Under GDPR, even verification tags may constitute personal data processing if they collect IP addresses, device fingerprints, or set cookies. The legal basis depends on the specific data collected - if limited to anonymous aggregate viewability metrics, legitimate interest may apply, but if device-level data is retained or shared, consent is likely required. Mint AV primarily operates in the UK and European market, which may simplify data transfer considerations. Organisations should audit their ad serving chain for Mint AV tags, assess the data collected against GDPR requirements, and ensure verification tags are included in the CMP configuration if they process personal data.
Related services
Scan your site for mint-av
Run a free Consentmark scan to see how mint-av is loading on your site, whether it respects consent, and where governance gaps exist across your wider tag estate.
Start a free scan