What is TapAd?

TapAd is a cross-device and identity resolution platform that helps brands, marketers, and advertisers unify user identity across devices and channels. The platform provides probabilistic and deterministic matching to associate customer behavior across multiple touchpoints. TapAd’s identity graph enables more accurate attribution, audience targeting, and personalization.

Product Type: Advertising

Integration Type: Starter Kit & ID Sync

Capabilities

• Captures id by sending a fetch request to TapAd’s identity endpoint.
• Syncs user identifiers for cross-device identity resolution.
• Enriches server-side events with TapAd IDs to support audience targeting and attribution.
• Stores fetched IDs in first-party storage with a configurable TTL.
• Drops a failure marker when the sync request fails, aiding in diagnostics.

Considerations

• A failed sync results in a temporary failure flag being set in storage (_tapAd_id_failure) for one day.

Sync Details

• IDs:

  • id – A unique TapAd identifier (Tapad_DID) used for user identity resolution across devices and channels.

• Description:

  • The sync captures id from a fetch request to TapAd’s endpoint.
  • Each value is stored in first-party storage for a configured duration.
  • Values are refreshed when new data is detected.
  • The identifiers are added to server-side event payloads for attribution or targeting.

• Response Example:

  JSON

  {
    "cookies": {
      "Tapad_DID": {
        "value": "0a7fa8a3-322b-437d-a377-eb94099a561b"
      }
    }
  }
  
  

• 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

  {
    "tapAd": {
      "id": String
    }
  }
  
  

• Cookie Name:

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

Sync Setup Guide

1. Gather Credentials

• You will need your Client ID from TapAd. Contact your TapAd account representative or support team to obtain it.

2. Add a TapAd Sync in MetaRouter

To gather the id, you must add a TapAd 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 TapAd sync.
3. Fill out the following fields:
   1. Cookie Lifetime (in days) – Defines how long the TapAd ID should persist in storage. Example: 365
   2. Client ID – Your TapAd-provided identifier. Example: "abc"
   3. API Timeout (in milliseconds) – Maximum wait time for TapAd's endpoint response. Example: 5000
4. Scroll down and click the Save and Build File button.
5. Deploy your AJS file to propagate changes to your web property.