What is Movable Ink?

Movable Ink is a digital marketing platform that enables brands to create personalized content and experiences across email, web, and mobile. It dynamically generates content at the moment of engagement, ensuring relevance based on user behavior, preferences, and real-time context. Marketers use Movable Ink to enhance campaign effectiveness through individualized targeting and data-driven messaging strategies.

Product Type: Personalization

Integration Type: Starter Kit & ID Sync

Capabilities

• Captures mi_u from URL parameters and stores it for identity enrichment.
• Retains identifier in first-party storage for the configured lifetime.
• Adds captured identifiers to server-side events for audience targeting.
• Enables enhanced personalization across marketing channels.

Sync Details

• IDs:

  • mi_u – A unique Movable Ink user identifier extracted from URL parameters to enable personalization and identity matching.

• Description:

  • The sync captures mi_u from URL parameters when present.
  • Each value is stored in first-party storage for the duration specified in the Cookie Lifetime UI setting.
  • Values are refreshed when new data is detected in the URL.
  • The identifiers are added to server-side event payloads for audience targeting.

• Server-side Event Payload:
  Upon completion of all vendor's sync, the server-side events will incorporate all resolved identifiers as described above. The following object will be appended to the context.providers property within the event's JSON payload.

  JSON

  {
    "movableInkCustomerData": {
      "mi_u": "URL parameter value from mi_u"
    }
  }
  
  

• Cookie Name:

  • Cookie: _meta_movableInkCustomerData_mi_u
  • IndexedDB: [your storage prefix]_movableInkCustomerData_mi_u
  • For a general guide on ID Sync validation, see here.

Sync Setup Guide

1. Add a Movable Ink Sync in MetaRouter

To gather the mi_u value, you must add a Movable Ink sync.

1. From the Pipelines page, find the pipeline associated with the web property you’d like to add a sync to. Hover over the three dot dropdown and select “Build AJS File.”
2. In the Identity Syncs section, select the Movable Ink sync.
3. Fill out the following fields:
   1. Cookie Lifetime (in days) – Defines how long the identifier is stored. Enter a numeric value such as 365.
4. Scroll down and click the Save and Build File button.
5. Deploy your AJS file to propagate changes to your web property.