Overview
Publisher consortium advertising tag (News UK, The Guardian, Reach) that facilitates audience targeting, impression tracking, and conversion measurement across participating UK and European publisher websites. The consortium model creates complex data controllership arrangements that organisations should clarify before deployment. Commonly found on UK media websites and on advertiser sites using Ozone for campaign attribution.
Detection capabilities
- Signature count
- 2
- Detection methods
- network
- Property types
- hostnamepathname
Performance impact
Performance Impact
- Requests per page
- 2
Common mistakes
- 1Assuming that Ozone's privacy-first positioning means its tags do not require consent - the platform still collects personal data for audience targeting and impression tracking
- 2Not including Ozone tags in the CMP advertising category because they are perceived as publisher infrastructure rather than advertiser tracking
- 3Failing to assess the data flows between Ozone and participating publishers, which may involve sharing audience segment data across the consortium
- 4Deploying Ozone conversion tracking without understanding the relationship between Ozone's first-party identifiers and publisher-side data
- 5Not auditing Ozone tags that appear through programmatic supply chain relationships rather than direct advertiser deployment
Compliance considerations
Ozone tags collect audience and impression data to facilitate advertising across its publisher network. Under GDPR and the UK Data Protection Act 2018, this constitutes personal data processing requiring advertising consent. Ozone processes data in the UK and EU, which avoids transatlantic transfer complications. The platform's publisher consortium model means data controllership arrangements may be complex - organisations should clarify whether Ozone acts as a processor, joint controller, or independent controller for different data processing activities. The tag should be categorised under advertising consent in the CMP and blocked until explicit consent is granted. Ozone's compliance with the IAB Transparency and Consent Framework should be verified as part of the vendor assessment.
Related services
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