Tracking guidelines Media Impact

A.  For each advertising material, up to five tracking pixels may be used by default: 

  • two actual tracking pixels: *only for impression tracking (without cookie dropping) 
  • one click command: **(without cookie dropping) 
  • one viewability measurement 
  • one market research pixel

By prior agreement, a higher number of tracking options can also be used. 


B.     In addition, the following applies for the reporting and tracking of native integrations: 

For links from client / advertiser content (generally to the client / advertiser website), please supply TRACKING URLs. Please note these directly in the Word/Excel document, in brackets after the target URL. 

For parallel and own tracking of advertising material (ad server space, social posts) that lead to your integration, you can optionally and additionally supply CLICKCOMMANDS** and TRACKING PIXELS*.  

Note: Native spaces (e.g. ad teasers) are excluded from tracking. 

For parallel and own tracking of articles (page impressions), you can optionally and additionally supply TRACKING PIXELS* (not possible for interactive stories). 

If you would like to use your own click commands** and tracking pixels*, we need these in good time 5 working days before the launch of the campaign. If there is a separate schedule for the campaign, the lead times are regulated therein. 

If you have other tracking requirements, please don’t hesitate to get in touch. Upon request, these can only be tested if they are made known to us no later than when the client / advertiser content is supplied. 



In total and per content: views, Ø duration/view***, link-outs, where required, on request: visit, bounce rate***, views by desktop/mobile/app 

For social media posts: Engagement***, engagement rate***, 


In total on advertising material: adimpressions, clicks, click rate 

For social media posts: ad impressions, reach, clicks, engagement***, engagement rate***, 

In total and per content: views, Ø duration/view***, link-outs, where required, on request: visit, bounce rate***, views by desktop/mobile/app, viewability rate***(Exception for interactive stories: in total & per content: views, link outs), 


In total on advertising material: ad impressions, clicks, click rate 

For social media posts: ad impressions, reach, clicks, engagement***, engagement rate***, 

In total and per content: views, Ø duration/view***, link-outs, where required, on request: visit, bounce rate***, views by desktop/mobile/app, viewability rate***, 

***Calculated from user consents given 


Integration of client / advertiser content via IFrame:
The direct integration of content from clients / advertisers via iFrame into our publisher pages is generally not possible.
The exception is the integration of an IFrame (e.g. in the form of an interactive banner) via the Media Impact AdServer and exclusively within an AdServer AdSlot.


Use of ClickCommands & UTM parameters:
The use of ClickCommands & UTM parameters is only permitted under the condition that no tracking, cookies or similar technologies are reloaded that are suitable for collecting and processing personal data. Before installing ClickCommands & UTM parameters, there is therefore a check and approval by Media Impact. In addition, only direct links to the campaign landing page are permitted (intermediate pages on which data can be extracted or DMP matchings are not permitted). A tracking of the user and the setting of a cookie may therefore only take place on the downstream campaign landing page of the advertiser and with the inclusion of a suitable measure to obtain the necessary legal basis from the user.


C.   Cookies and comparable technologies, which store and/or read in particular personal data on    the user’s device and other data processing must comply with the provisions of the Telemedia Act and the EU’s General Data Protection Regulation (GDPR) and be listed in ourMedia Impact Tracking Whitelist. Only and exclusively those service providers who are listed in the Media Impact Tracking Whitelist may be used on our pages and in advertising material! 

This includes in particular (but not exhaustively) the following types: 

  • Ad verification (reading the context) 
  • Targeting quality (checking the effectiveness of targeting option used) 
  • User profiling (collecting/synchronising profile data) 
  • Third-party retargeting (approaching users again outside our network via external pixels) 


D.      All technical service providers (vendors), who would like to use clients and advertisers, must be registered as operational yes in the TCF v2.0 (Transparency and Consent Framework of the IAB). 

These vendors must also be listed in our Media Impact Tracking Whitelist for the respective publisher. 

A vendor may generally only be used where they are already implemented in the Consent Management Platforms and, of course, only where user consent is in place. 

To add new vendors to our Media Impact Media Impact Tracking Whitelist we need detailed information about every technical service provider, so that Media Impact and the publishers we market can, upon request, provide information of the required granularity and quality to the regional data protection authorities if applicable. 

Media Impact collects this information using digital questionnaires that have to be filled out for each vendor. Upon request to and stating the vendor (along with their contact details), we will be happy to initiate the admission process immediately using a questionnaire. Following the filling by the vendor, there is an internal check and qualification of the information provided and, if necessary, approval.

Only then can the vendor be added to the Consent Management Platforms for the publishers we market. Inclusion cannot be guaranteed and is associated with lead times that may vary from publisher to publisher. 


E.     No-consent traffic (reaches without user consent / user opt-out) 

Requirements for advertising material supplied through redirect for day fixed placements and campaigns with volume guarantee:  

Google Doubleclick ad server (DCM): Clients / advertisers must ALWAYS also supply directly to Media Impact physical advertising material without installed tracking tools as a fallback for no-consent traffic.  

Adition / Flashtalking / Adform / Sizmek / other ad servers: additional, physical fallback advertising material without tracking must be stored in the clients / advertisers ad server for delivery in the event of no-consent traffic 


F.     Consent signalling for direct campaigns: 

  • For all cookies and similar technologies used on our pages in the context of direct campaigns, the following GDPR macros must be transmitted to us for each vendor used: 
  • ${GDPR_CONSENT_STRING} or ${GDPR_CONSENT_XXXX} where XXXX is the numerical VendorID of the TCF 2.0 vendor that is to receive the string) 
  • To enable us to identify and find this GDPR macro in the future, we need to be informed how and where this GDPR macro will be supplied in the redirect, in scripts and/or tracking pixels at least 5 working days before the launch of the campaign. 

PLEASE NOTE: Without this information we cannot ensure that direct campaigns can go live. 


 G. Cookies used may generally have a maximum duration of 1 year and must then be deleted automatically. Tracking data may be used by the client / advertiser only in the context of the respective campaign and the respective period. Any use by the client / advertiser over and above this, regardless of whether this is internal or for third parties and regardless of whether it is paid or unpaid, is in breach of the Media Impact Tracking Guidelines and is not permitted.
“The client / advertiser is entitled to process the IP address of users of the online media to the extent necessary for the purpose of placing advertising material in the online media (i.e. to establish a connection and to display content), in accordance with data protection law Standards, however, not in full for other purposes (e.g. analysis / tracking / marketing). The same applies in particular to identifying browser fingerprints.