Overview
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.
Detection Capabilities
- Signature count
- 1
- Detection methods
- network
Performance Impact
Performance Impact
- Requests per page
- 1
Common Mistakes
- 1 Not being aware that Flashtalking tags are present on the website because they were deployed through agency-managed ad campaigns rather than the organisation's own tag manager
- 2 Failing to audit Flashtalking's identity resolution capabilities, which link user interactions across devices and create cross-device profiles
- 3 Assuming that ad serving tags are the responsibility of the agency or publisher when the advertiser remains a data controller for conversion tracking on their own website
- 4 Not including Flashtalking in the CMP configuration because the tag was deployed outside the standard tag management process
- 5 Overlooking the third-party cookies and cross-domain tracking mechanisms used by Flashtalking for multi-touch attribution
Compliance Considerations
Flashtalking tags set cookies and transmit impression, click, and conversion data to Flashtalking (Mediaocean) servers. Under GDPR, this constitutes personal data processing requiring advertising consent, and the advertiser typically acts as a joint controller with Flashtalking for conversion tracking on their website. Flashtalking's identity resolution features involve cross-device tracking that requires specific disclosure in the privacy notice. Flashtalking processes data in both EU and US data centres; organisations should verify the processing location in their Flashtalking DPA. The tag should be blocked until advertising consent is granted, and organisations should establish clear governance over agency-deployed tags to ensure they are included in consent management and cookie audit processes.
Related Services
6sense
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
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
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
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
Need help governing Flashtalking?
Our governance diagnostic identifies compliance gaps across your entire tag estate.
Start your Governance Diagnostic