What Is Teads?

Teads is a global advertising platform specializing in outstream video and display ads that appear within premium publisher content. They work with major media outlets to deliver high-quality, brand-safe inventory across desktop, mobile web, and in-app environments. Teads offers both direct and programmatic buying options, with advanced targeting, viewability optimization, and measurement tools. Advertisers can run campaigns focused on awareness, engagement, or conversions, and track performance through Teads’ analytics and reporting suite. Their technology is designed to provide a non-intrusive ad experience while maximizing reach and engagement.

Product Type: Advertising

Integration Type: Starter Kit & ID Sync

Event Source Type: Web

Event Scope: Full-Funnel Events

Capabilities

Tracks full-funnel conversion events using Teads server-to-server postbacks
Attributes conversions using a Teads-generated click ID
Supports optional order ID, order value, currency, and timestamp parameters
Enables conversion tracking without collecting or transmitting PII

Considerations

The same Teads URL Decorator value must be configured in both the sync and the starter kit for proper attribution.
This integration sends conversion events via a GET-based pixel endpoint using URL query parameters only.
In our testing, requests above ~20,000 characters in the URL began to fail. While this isn’t a formally documented limit, it may be a practical constraint to consider when using this integration.
All values must be URL-encoded and arrays pipe-delimited.
One request per event; batching not supported.
Complex lists, such as product arrays used to calculate order value, must be manually encoded and pipe-delimited.
The integration depends on a Teads click ID captured via the Teads URL Decorator; without it, conversions may not be attributed.
The name parameter must exactly match the event-based conversion name created in the Teads dashboard and is case-sensitive.
Each event mapping includes a static placeholder for the conversion name that must be replaced with the correct Teads-defined value.
The endpoint typically returns HTTP 200 responses even when fields are missing or incorrectly formatted, so delivery success does not guarantee attribution.
The starter kit formats timestamps to yyyy-MM-ddTHH:mm:ss, one of Teads’ supported timestamp formats.

Limitations

Only conversions that occur after a Teads ad click can be attributed.
Batching or bulk conversion uploads are not supported.
There is no authentication or error feedback mechanism beyond HTTP success responses.

Identity Sync

Sync Available: Yes
Required for Starter Kit: Yes
Prerequisites: Tracking Code Suffix - Teads URL Decorator configured in Teads campaigns
Documentation: See Additional Teads Documentation

Sync Details

Captures the Teads click ID from a configurable URL parameter.
Stores the click ID in first-party storage for a configurable duration.
Enhances all server-side events with the captured click ID.
Required to link conversion events back to Teads ad clicks.

Starter Kit Setup Guide

1. Deploy the Teads Sync

To collect the sync values (e.g., Teads click ID), you must implement a Teads ID sync. Refer to the following documentation to complete the setup: Teads – ID Sync Guide.

2. Gather Credentials

Ask Teads representatives for the following credentials:
- Tracking Code Suffix - The Teads URL Decorator used in campaign tracking URLs.
- Conversion Names - Must be exact, case-sensitive.

3. Add a Teads Integration

From the integration library, add a Teads integration. Then, fill out the Connection Parameters:

Connection Parameter	Description
`TEADS_URL_DECORATOR`	Custom URL parameter name used by Teads to pass the click ID. Referred to as Tracking Code Suffix by Teads. This must match the URL Decorator set in the sync. I.e. `TeadsClickId`

4. Configure Event Mapping

MetaRouter provides all of the event mappings that Teads integrations typically require. You may add custom events, parameters, or mappings in accordance with Teads’ API documentation.

5. Deploy to Pipeline

In the Pipelines tab, add your Teads integration.
Select the correct integration revision.
Click Add Integration and finalize deployment.

Event Mappings

Global

Global mappings will be applied to all events. If your parameter names do not match the Expected Inputs provided, you will need to overwrite the Inputs provided with your own.

Output Key	Description	Expected Input
`ob_click_id` Required	String: Teads click ID used for attribution.	`context.providers.teads.$$TEADS_URL_DECORATOR$$`
`timestamp`	String: Event timestamp formatted for Teads.	Expression – trims timestamp to `yyyy-MM-ddTHH:mm:ss`

Event Specific

Page

Output Key	Description	Expected Input
`name` Required	String: Teads event-based conversion name.	Enrichment – `'ADD_EVENT_BASED_CONVERSION_NAME_HERE'`

Products Searched

Output Key	Description	Expected Input
`name` Required	String: Teads event-based conversion name.	Enrichment – `'ADD_EVENT_BASED_CONVERSION_NAME_HERE'`

Product List Viewed

Output Key	Description	Expected Input
`name` Required	String: Teads event-based conversion name.	Enrichment – `'ADD_EVENT_BASED_CONVERSION_NAME_HERE'`
`orderValue`	Float: Total value of products in the list.	Expression – sums `input.properties.products`

Product Clicked

Output Key	Description	Expected Input
`name` Required	String: Teads event-based conversion name.	Enrichment – `'ADD_EVENT_BASED_CONVERSION_NAME_HERE'`
`orderValue`	Float: Price of the clicked product.	`properties.price`

Product Viewed

Output Key	Description	Expected Input
`name` Required	String: Teads event-based conversion name.	Enrichment – `'ADD_EVENT_BASED_CONVERSION_NAME_HERE'`
`orderValue`	Float: Price of the viewed product.	`properties.price`
`currency`	String: ISO currency code in uppercase.	`properties.currency`

Product Added

Output Key	Description	Expected Input
`name` Required	String: Teads event-based conversion name.	Enrichment – `'ADD_EVENT_BASED_CONVERSION_NAME_HERE'`
`orderId`	String: Cart identifier.	`properties.cart_id`
`orderValue`	Float: Price of the added product.	`properties.price`

Product Removed

Output Key	Description	Expected Input
`name` Required	String: Teads event-based conversion name.	Enrichment – `'ADD_EVENT_BASED_CONVERSION_NAME_HERE'`
`orderId`	String: Cart identifier.	`properties.cart_id`
`orderValue`	Float: Price of the removed product.	`properties.price`

Cart Viewed

Output Key	Description	Expected Input
`name` Required	String: Teads event-based conversion name.	Enrichment – `'ADD_EVENT_BASED_CONVERSION_NAME_HERE'`
`orderId`	String: Cart identifier.	`properties.cart_id`
`currency`	String: ISO currency code in uppercase.	`properties.currency`
`orderValue`	Float: Total value of products in the cart.	Expression – sums `input.properties.products`

Checkout Started

Output Key	Description	Expected Input
`name` Required	String: Teads event-based conversion name.	Enrichment – `'ADD_EVENT_BASED_CONVERSION_NAME_HERE'`
`orderId`	String: Order identifier.	`properties.order_id`
`currency`	String: ISO currency code in uppercase.	`properties.currency`
`orderValue`	Float: Total value of products in checkout.	Expression – sums `input.properties.products`

Payment Info Entered

Output Key	Description	Expected Input
`name` Required	String: Teads event-based conversion name.	Enrichment – `'ADD_EVENT_BASED_CONVERSION_NAME_HERE'`
`orderId`	String: Order identifier.	`properties.order_id`

Order Completed

Output Key	Description	Expected Input
`name` Required	String: Teads event-based conversion name.	Enrichment – `'ADD_EVENT_BASED_CONVERSION_NAME_HERE'`
`orderId`	String: Order identifier.	`properties.order_id`
`currency`	String: ISO currency code in uppercase.	`properties.currency`
`orderValue`	Float: Total value of purchased products.	Expression – sums `input.properties.products`

Promotion Clicked

Output Key	Description	Expected Input
`name` Required	String: Teads event-based conversion name.	Enrichment – `'ADD_EVENT_BASED_CONVERSION_NAME_HERE'`

Promotion Viewed

Output Key	Description	Expected Input
`name` Required	String: Teads event-based conversion name.	Enrichment – `'ADD_EVENT_BASED_CONVERSION_NAME_HERE'`

Required & Recommended Identifiers

These identifiers must be mapped to Teads in order for successful user matching to occur. Without these IDs, any events sent to Teads may not be accurately reflected in reporting.

Attribute	Example	Sync Injector Required?
`ob_click_id` Required	`abc123xyz`	Yes

Integration Validation

Please contact your Teads representative to confirm that conversion events are being received and reflected in Teads reporting.
The endpoint typically returns HTTP 200 responses even when fields are missing or incorrectly formatted, so delivery success does not guarantee attribution.

Additional Teads Documentation

Contact your Teads representative for official server-side tracking documentation.