What is xAds?

xAds is a digital advertising platform that delivers location-based and behaviorally targeted mobile ads. It allows marketers to reach users based on real-time location data, behavioral insights, and contextual signals to optimize ad performance and conversion rates. xAds leverages various identifiers from ad interactions to measure and attribute marketing effectiveness. It also supports syncing these identifiers for integration with analytics and attribution systems.

Product Type: Advertising

Integration Type: Starter Kit & ID Sync

Capabilities

• Captures twclid from URLs and stores it for attribution.
• Stores identifier in first-party storage with configurable TTL via the MetaRouter UI.
• Enhances server-side events with identifier data for audience targeting.
• Sync ensures values are refreshed when URL parameters are re-encountered.
• Adds twclid to the context.providers.xAds object in event payloads.

Sync Details

• IDs:

  • twclid – A click identifier used by Twitter Ads to attribute ad engagements to conversions.

• Description:

  • The sync captures twclid from the URL parameter.
  • 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.

• 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

  {
    "xAds": {
      "twclid": "value from url parameter twclid"
    }
  }
  
  

• Cookie Name:

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

Sync Setup Guide

1. Add an xAds Sync in MetaRouter

To gather the twclid value, you must add an xAds 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 xAds sync.
3. Fill out the following fields:
   1. Cookie Lifetime (in days) – Defines how long the captured ID will persist in storage. Example: 30
4. Scroll down and click the Save and Build File button.
5. Deploy your AJS file to propagate changes to your web property.