Overview
Ad serving and conversion tracking tag (rebranded to Innovid following the Mediaocean merger in February 2025) that delivers creative assets, tracks impressions and clicks, and collects conversion data across publisher websites. Typically deployed through agency relationships rather than directly by the website operator, making it less visible to governance teams. Includes identity resolution capabilities that link user interactions across devices and channels, raising cross-device tracking concerns for DPOs.
Detection capabilities
- Signature count
- 4
- Detection methods
- network
- Property types
- hostnamepathname
Performance impact
Performance Impact
- Requests per page
- 1
Common mistakes
- 1Not 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
- 2Failing to audit Flashtalking's identity resolution capabilities, which link user interactions across devices and create cross-device profiles
- 3Assuming 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
- 4Not including Flashtalking in the CMP configuration because the tag was deployed outside the standard tag management process
- 5Overlooking the third-party cookies and cross-domain tracking mechanisms used by Flashtalking for multi-touch attribution
Related services
Scan your site for flashtalking
Run a free ConsentMark scan to see how flashtalking is loading on your site, whether it respects consent, and where governance gaps exist across your wider tag estate.
Start a free scan