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The Tagging Process

What is a tag?

A tag, sometimes referred to as a web bug or tracking pixel, is a transparent one by one-pixel graphic image that is placed on a web site or other web based content asset and is used to track an „event‟.  Each time the content asset; in the case of publishers a page, is served upon the end-consumer, the tag call is made and that consumption event is logged on the data collection server, thus enabling all tagged events to be tracked.  These events include visiting a web site or page within a website, watching a video, delivery of an advertisement or delivery of distributed content.  Information such as the IP address of the computer that consumed the content, a timestamp of when the tag was retrieved, the type of browser, previously set cookie values, etc. can be passed along with the tag call.


Tagging process

Publishers, Advertising Networks and content creators place tags -- sometimes called web tags or tracking pixels -- on their content and ads, which create "calls" that are recorded by comScore servers every time the tagged content is accessed. Copy the tag for your specific content type – website, distributed, advertisement or video.

Tags are placed by copying the code into the header or as close to the top of the open body tag of the content. Within a day comScore will start to see these calls on our consumer research panel in addition to measuring the direct server calls at a census level. This unique perspective allows comScore to validate that the tags are measuring activities consistent with its audience measurement methodology. comScore applies proprietary data cleansing, dictionary rules, and validation processes to the collected data, and once validated the tag requests are used to set the usage levels by site.

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