Google Cookie Matching Service for Google Ad Manager and DV360 (Tealium-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 lets a buyer associate the cookie that identifies a Tealium visitor and the doubleclick.net cookie that identifies the user for Google. The Tealium-hosted tag allows clients to persist the Google cookie value in AudienceStream for use in the relevant connectors.

Tag tips

• Use mappings to override the standard configuration.
• If left blank, the Tealium account and Tealium profile are automatically populated.
• In allowed regions, this tag sends the server-side attribute google_gid back to Tealium.
• Use consent management or your CMP integration to ensure that the tag runs only when the visitor has granted consent for Advertising or equivalent categories.
• Map process_consent to the value T only when consent has been obtained.
• If you do not follow the IAB Transparency and Consent Framework (TCF) and are mapping process_consent, you must omit gdpr and gdpr_consent because Google ignores process_consent when those parameters are present. For more information, see Google: Match Tag URL Parameters.

For more information, see the Google Cookie Matching documentation.

Tag configuration

Go to the tag marketplace to add a new tag. For more information about how to add a tag, see Manage tags.

When adding the tag, configure the following settings:

• Network ID: Use tealium_dmp to pass google_gid in the server-side request, or your Google provided Network or Buyer ID for other solutions.
• Tealium Account: Your Tealium account.
• Tealium Profile: Your Tealium profile.

Load rules

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

Data mappings

Mapping is the process of sending data from a data layer variable to the corresponding destination variable of the vendor tag. For instructions on how to map a variable to a tag destination, see data mappings.

The available categories are:

Standard