Google Cookie Matching Service for Google Ad Manager and DV360 (Google-hosted) Tag Setup Guide

When using this tag with utag version 4.50 or later, you must set the utag.js always_set_v_id setting to true. This setting ensures that the visitor ID is available for cookie synchronization. For more information, see the utag 4.50 release notes and Considerations for tealium_visitor_id when upgrading to utag 4.50+.

Google’s Cookie Matching Service enables a buyer to associate a first-party cookie that identifies a visitor, and the doubleclick.net cookie that identifies the user for Google. This Google-hosted match tag sends the Tealium Visitor ID, or a client-specified identifier, to Google for matching. This identifier can then be used in the Ad Manager and DV360 connectors.

Tag tips

• To access cookie hosted matching, you must contact your Google Account Manager to configure your account.
• tealium_visitor_id (md5 hashed) is automatically sent to Google for hosted matching as google_hm unless overridden with mapping (both will be base64 encoded).
• The identifier attribute sent with this tag should be mapped to the Partner Provided ID in the DV360/Ad Manager connectors.

Tag configuration

Navigate to the Tag Marketplace to add a new tag. For more information, see About tags.

When adding the tag, configure the following settings:

• Network ID: Your Google provided Network or Buyer ID.

Load rules

Load the tag on all pages or set conditions for when the tag will load. For more information, see About load rules.

Data mappings

Mapping is the process of sending data from a data layer variable to the corresponding destination variable of the vendor tag. For more information, see About data mappings.

The available categories are:

Standard