Advertising

6sense

Advertising

High · 6sense

Account-based marketing platform that identifies anonymous B2B website visitors and matches them to company accounts using reverse-IP lookup and intent data. Used for ABM targeting, lead scoring, and sales intelligence.

2 detection signatures

Adjust

Advertising

High · Adjust

Mobile measurement and attribution platform owned by AppLovin. Tracks app installs, in-app events, and marketing campaign performance across mobile advertising networks. Used for mobile attribution, fraud prevention, and campaign optimisation.

3 detection signatures

Amazon Ads

Advertising

High · Amazon Ads

Amazon Ads (formerly Amazon Advertising) provides a JavaScript pixel and conversion tracking tag that measures user actions on advertiser websites and sends data back to Amazon's demand-side platform (DSP) and sponsored ads ecosystem. The Amazon ad tag enables conversion attribution, audience building, and retargeting across Amazon's owned properties and its extensive third-party publisher network. Amazon's advertising business has grown rapidly to become the third-largest digital advertising platform globally behind Google and Meta. The Amazon Ads pixel is increasingly found on e-commerce, retail, and consumer goods websites, and its integration with Amazon's vast consumer data ecosystem raises significant governance considerations for regulated organisations.

1 detection signature

AppNexus

Advertising

High · AppNexus

Programmatic advertising platform now operating as Microsoft's Xandr. Provides real-time bidding, audience targeting, and ad serving across display, video, and native formats. Xandr was acquired by Microsoft in 2022.

1 detection signature

Appsflyer

Advertising

High · Appsflyer

Mobile attribution and marketing analytics platform. Measures app installs, in-app events, and marketing ROI across advertising networks. Provides fraud detection, deep linking, and audience segmentation for mobile marketers.

3 detection signatures

Bidr (RhythmOne)

Advertising

High · Bidr (RhythmOne)

Bidr is the cookie-syncing and audience matching domain operated by RhythmOne (now part of Tremor International, which rebranded to Nexxen). It facilitates identity resolution and cookie synchronisation across demand-side platforms, supply-side platforms, and data management platforms in the programmatic advertising ecosystem. Bidr tags appear on websites through programmatic ad supply chains, header bidding wrappers, and third-party advertising pixels, often without the website operator's direct knowledge. The bidr.io domain is one of the most frequently flagged third-party tracking domains in cookie audits of European websites, making it a common finding in governance reviews of regulated organisations.

1 detection signature

Branch Io

Advertising

High · Branch Io

Deep linking and mobile attribution platform. Provides cross-platform deep links, deferred deep linking, and mobile measurement. Used to attribute app installs and engagement to marketing campaigns.

2 detection signatures

Commission Junction

Advertising

High · Commission Junction

Affiliate marketing network (CJ Affiliate, owned by Publicis Groupe). Tracks referrals, conversions, and commissions for affiliate publishers. Places tracking pixels to attribute sales to affiliate partners.

3 detection signatures

Criteo

Advertising

High · Criteo

Retargeting and performance advertising platform. Places pixels to build audience segments and deliver personalised display ads across the Criteo network. Processes browsing behaviour, product views, and purchase data for ad targeting.

1 detection signature

Demandbase

Advertising

High · Demandbase

Account-based marketing (ABM) platform that identifies B2B website visitors via reverse-IP lookup and enriches them with firmographic and intent data. Used for account targeting, personalisation, and sales intelligence.

2 detection signatures

Flashtalking

Advertising

High · Flashtalking

Flashtalking (now rebranded as Innovid, following the Mediaocean merger completed in February 2025) is an ad serving, creative management, and verification platform used by large advertisers and agencies to deliver, personalise, and measure display, video, and connected TV advertising. Its JavaScript tags serve creative assets, track impressions and clicks, and collect conversion data across publisher websites. Flashtalking also provides identity resolution capabilities to connect user interactions across devices and channels. It is primarily deployed by enterprise advertisers in financial services, automotive, and FMCG sectors through agency relationships, making it less visible to website governance teams who may not have direct control over its deployment.

1 detection signature

Google Ads

Advertising

High · Google

Google's advertising platform. Its website tags - conversion tracking, remarketing, and Enhanced Conversions - measure ad performance, build audiences, and optimise bids. Typically deployed via GTM or gtag.js with deep GA4 integration for cross-platform attribution.

4 detection signatures

Google Floodlight

Advertising

High · Google Floodlight

Conversion tracking system within Google Marketing Platform (Campaign Manager 360 / Display & Video 360). Tracks conversions from display and video advertising campaigns using counter and sales tags. Integrates with Google's ad serving infrastructure.

1 detection signature

Impact

Advertising

High · Impact

Partnership and affiliate marketing platform. Tracks referrals, conversions, and commissions across affiliate, influencer, and partnership channels. Provides attribution and payment management for partner programmes.

2 detection signatures

LinkedIn Insight Tag

Advertising

High · LinkedIn Insight Tag

The LinkedIn Insight Tag is a JavaScript snippet that enables conversion tracking, website audience retargeting, and demographic reporting for LinkedIn advertising campaigns. It collects data about page visits and associates them with LinkedIn member profiles, allowing advertisers to measure campaign performance and build audiences based on professional attributes such as job title, company, and industry. The Insight Tag is widely deployed on B2B websites and corporate career pages. Its ability to link browsing behaviour to identified LinkedIn profiles makes it particularly sensitive from a data protection perspective, as it effectively de-anonymises website visitors who are logged into LinkedIn.

1 detection signature

Meta Pixel

Advertising

High · Meta

Meta's advertising tag for tracking user actions and sending conversion data to Facebook, Instagram, and WhatsApp. Enables retargeting, lookalike audiences, and conversion measurement. The Conversions API (CAPI) offers a server-side complement. One of the most scrutinised advertising tags in the EU following multiple DPA enforcement actions.

4 detection signatures

Microsoft Ads (UET)

Advertising

High · Microsoft Ads (UET)

The Microsoft Ads Universal Event Tracking (UET) tag is a JavaScript snippet that tracks user behaviour on a website and sends conversion and audience data to Microsoft's advertising platform (formerly Bing Ads). UET enables conversion tracking, remarketing list creation, and automated bidding optimisation across the Microsoft Search Network, which includes Bing, Yahoo, and DuckDuckGo syndicated results. The UET tag is frequently deployed alongside Google Ads tags but receives less governance attention despite collecting comparable data. Microsoft's broad enterprise presence means the UET tag is commonly found on regulated organisation websites, particularly in financial services and public sector contexts.

2 detection signatures

Outbrain

Advertising

High · Outbrain

Content discovery and native advertising platform. Serves content recommendations on publisher sites and tracks conversions for advertisers. Places pixels to build audience segments and measure content engagement.

2 detection signatures

Ozone

Advertising

High · Ozone

Ozone is a digital advertising platform created by a consortium of major UK and European publishers (including News UK, The Guardian, and Reach) that enables advertisers to buy premium display and video inventory across participating publisher websites. Ozone's JavaScript tags facilitate audience targeting, impression tracking, and conversion measurement within its publisher network. The platform positions itself as a privacy-first alternative to walled garden advertising platforms, with a focus on first-party data and contextual targeting. Ozone tags are commonly found on UK media websites and on advertiser sites that use Ozone for campaign measurement and attribution.

2 detection signatures

Partnerize

Advertising

High · Partnerize

Partnership management platform. Tracks referrals, conversions, and commissions for affiliate and partner marketing programmes. Provides attribution, commission management, and partner recruitment tools.

2 detection signatures

Pinterest Tag

Advertising

High · Pinterest Tag

The Pinterest Tag is a JavaScript tracking snippet that measures user actions on a website and sends conversion data to Pinterest's advertising platform. It enables advertisers to track events such as page visits, sign-ups, and purchases, which are used for campaign optimisation, retargeting, and audience creation. Pinterest also offers the Conversions API for server-side event delivery. The Pinterest Tag is less commonly deployed than Meta or Google advertising tags but is frequently found on e-commerce and lifestyle brand websites, where it can be overlooked during governance audits due to its lower profile.

4 detection signatures

Podscribe

Advertising

High · Podscribe

Podscribe is a podcast advertising attribution platform that uses a JavaScript pixel on advertiser websites to measure conversions driven by podcast ad campaigns. The pixel identifies website visitors who have been exposed to podcast advertisements and attributes their subsequent actions (purchases, sign-ups) back to specific podcast ad placements. Podscribe operates in the growing podcast advertising measurement space alongside competitors like Chartable and Podsights. Its tracking methodology involves cross-referencing website visit data with podcast listening data, which creates a particularly complex data flow from a governance perspective because it links behaviour across two distinct media channels.

2 detection signatures

Reddit Pixel

Advertising

High · Reddit Pixel

The Reddit Pixel is a JavaScript tracking tag that measures user actions on a website and sends conversion event data back to Reddit's advertising platform. It enables advertisers to track events such as page visits, sign-ups, and purchases for campaign measurement, retargeting, and optimisation. Reddit also offers the Conversions API (CAPI) for server-side event delivery. The Reddit Pixel is less widely deployed than major platform pixels but is increasingly found on technology, gaming, and financial services websites targeting Reddit's engaged user communities. Its lower profile means it is frequently overlooked during tag governance audits.

10 detection signatures

Snap

Advertising

High · Snap

Snapchat advertising pixel. Tracks conversions, builds custom audiences, and measures advertising campaign performance on the Snapchat platform. Fires on page events to attribute website actions to Snapchat ad interactions.

1 detection signature

Taboola

Advertising

High · Taboola

Content discovery and native advertising platform. Serves content recommendations on publisher sites and tracks conversions for advertisers. Places pixels to build audience segments and attribute content engagement to advertising campaigns.

1 detection signature

The Trade Desk

Advertising

High · The Trade Desk

Demand-side platform (DSP) for programmatic advertising. Places tracking pixels for conversion measurement, audience building, and cross-device targeting. Operates the Unified ID 2.0 identity solution for cookieless advertising.

1 detection signature

TikTok Pixel

Advertising

High · TikTok Pixel

The TikTok Pixel is a JavaScript tag that tracks user actions on a website and sends conversion event data back to TikTok's advertising platform. It enables advertisers to measure campaign performance, build retargeting audiences, and optimise ad delivery using event-based signals such as page views, add-to-cart actions, and purchases. TikTok also offers the Events API as a server-side complement for improved data reliability. The TikTok Pixel has come under increasing regulatory scrutiny due to concerns about data transfers to ByteDance's infrastructure and the potential for data access by Chinese authorities under China's national security legislation.

2 detection signatures

X (formerly Twitter)

Advertising

High · X (formerly Twitter)

X (formerly Twitter) advertising pixel. Tracks conversions, builds tailored audiences, and measures advertising campaign performance on the X platform. Fires on page events to attribute website actions to X ad interactions.

1 detection signature

YouTube

Advertising

High · YouTube

YouTube embeds and the YouTube IFrame API load Google's video player along with associated tracking scripts that collect viewing behaviour, engagement metrics, and advertising data. When a YouTube video is embedded on a third-party website, it sets cookies and transmits data to Google's advertising and analytics infrastructure, even if the visitor does not interact with the video. YouTube is the most widely embedded third-party video platform on the web, and its tracking behaviour is a frequent finding in tag governance audits. Google offers a privacy-enhanced mode (youtube-nocookie.com) that defers some cookie setting until video playback, but this mode does not eliminate all data collection and is frequently misunderstood as a complete privacy solution.

2 detection signatures