The GDPR parameters

Corina Alonso Updated by Corina Alonso

When doing pixel-based measurement, you should consider adding the GDPR query parameters to the pixel.

The GDPR parameters are a part of the TCF framework. They are used for relaying the user’s consent information. A more technical description of the GDPR query parameters can be found here.

The TCF GDPR parameters are by default included in your pixel. You can decide to tick the box off, but we do not recommend it. You can download the tags, by clicking on the upper right corner of your tags overview, or by reading more about it here.

The TCF GDPR parameters allow consent to be communicated from the end user to AudienceProject. When added, the tracking pixel will have two query parameter added to it:[other information here]&gdpr=${GDPR}&gdpr_consent=${GPDR_CONSENT_394}

The ${GDPR} value should be replaced with either a 0 or a 1, depending on whether the GDPR applies for this request. The ${GDPR_CONSENT_394} value should be replaced with the TCF consent string, as generated by your Consent Management Platform (CMP). AudienceProject’s TCF vendor ID is 394. You might need this ID when configuring consent in your CMP.

An example of a valid pixel request including GDPR parameters looks like this: 

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Implementing pixels in Display & Video 360