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

Capabilities

• Captures the Teads click ID from a configurable URL parameter (the Teads URL Decorator) and stores it in first-party storage.

Sync Details

• IDs:
  • TEADS_URL_DECORATOR – A Teads click identifier captured from the URL parameter name configured in the UI (for example, TeadsClickID) and used to attribute server-side events to Teads-driven clicks.
• Description:
  • The sync captures the Teads click identifier from the configured URL parameter on page load.
  • Each value is stored in first-party storage for the duration set by Cookie Lifetime (in days) (defaults to 30 days).
  • The identifier is added to server-side event payloads for attribution and downstream matching via context.providers.teads.
• Server-side Event Payload: 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.

{
   "teads": {
     "[TEADS_URL_DECORATOR]": String
   }
}

• Cookie Name:
  • Cookie: _meta_teads_[CUSTOM TEADS_URL_DECORATOR]
  • IndexedDB: mr_teads_[CUSTOM TEADS_URL_DECORATOR]
  • For a general guide on ID Sync validation, see here.

Sync Setup Guide

2. Add a Teads Sync in MetaRouter

To gather the TEADS_URL_DECORATOR, you must add a Teads 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 Teads sync.
3. Fill out the following fields:
   1. (Optional) Cookie Lifetime (in days) – How long a synced identifier remains in first-party storage. When expired or no longer detected, the sync will re-trigger. Example: 30.
   2. (Required) Teads URL Decorator – Enter your Teads account’s unique URL parameter name (referred to as Tracking Code Suffix in Teads) to capture the Teads click ID. Example: TeadsClickID.
4. Scroll down and click the Save and Build File button.
5. Deploy your AJS file to propagate changes to your web property.