Tags are the technical mechanism for collecting data from a digital property, typically requiring that a small snippet of code be placed on the website/app . Tags serve a variety of purposes such as collecting data from web browsers, setting cookies, extending audiences between multiple websites, incorporating 3rd party technologies into a website, etc. Data that is collected from these tags power marketing campaigns, personalization, advertising, web analytics systems and a host of other important marketing responsibilities.
This data can either be passed to a server owned and managed by the current website owner or to another company entirely. Tags themselves can them be categorized in two ways: first-party tags which collect data on the same domain, and third-party tags which collect data on a third-party domain, giving them insights into your internet browsing behavior across multiple web properties. For example, when visiting XYZ.com a tag passing information to “data.XYZ.com” would be considered first-party while a tag from “data.ABC.com” would be third-party because the top level domain, “ABC.com”, is different.
The most basic definition of tag piggy-backing, also referred to as daisy-chaining or chaining, is when one tag invokes another tag. Piggybacking can add dozens or hundreds of additional tags and introduce services that the digital property owner may not be aware of. This is often encountered when a container-like tag (ex: DoubleClick Floodlight) is placed on a site for marketing purposes, and then overloaded with tag calls for additional vendors. In the following example, we can see an AppNexus tag piggybacking off a standard DoubleClick Floodlight tag:
In the following extreme example, we can see piggybacking resulting in multiple tag-to-tag instantiations:
Without constant monitoring/auditing, this type of multi-level tag handoff is extremely difficult to manage. Ensighten completed a recent industry audit of almost 1500 digital properties and on average there were 49 piggybacked tags, with the worst offender having 144! When a tag is invoked via piggybacking, you don’t have visibility or control over what information it receives, but you may be legally responsible for it.
There are several items to be aware of when dealing with piggybacked tags:
For the best approach to protecting your brand, we recommend using a real time blocking tool that allows the brand to protect against unauthorized data collection across all tags (even tags deployed outside of a TMS). One of the best options on the market for complete protection is our own Ensighten Privacy. It includes complete control, insight and risk assessment into your tags and what we consider to be key areas:
If you’d like to learn more about tag piggybacking, how Ensighten can help protect your brand, or how Ensighten can make your global digital properties compliant with the EU GDPR, contact us today.