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Effectively Tagging UTM Parameters for Streaming TV Campaigns (For Websites)

When running a streaming TV campaign with Tatari, we'll embed a URL on the ad so viewers can click through to your website, app, or app store. Since it requires a click action, this is only supported on desktop and mobile devices and not connected TVs.  

It’s important to properly tag the UTM parameters on those URLs, not only so you can see how much traffic an ad drives and from where, but it provides you more accurate incremental results from TV. 

What are UTM parameters? 

UTM parameters are unique tags added to marketing campaign URLs that tell us the source, medium, and campaign type. 

Example URL with UTM parameters:

www.yourwebsite.com/landing-page/?utm_source=tatari&utm_medium=streaming&utm_campaign=display&ta_campaign={{er_mediaplan_id}}

How do I set them up? 

Note: The steps below are only applicable for your website. If you have an app, please reach out to your Client Services Manager. 

First, identify which URL you’d like to direct viewers on your website then add UTM parameters. We ask that you include two parameters for Tatari:

  1. utm_source OR utm_medium
  2. ta_campaign={{er_mediaplan_id}}

For utm_source OR utm_medium add one of the following: 

  • tatari_streaming
  • tatari-streaming
  • streaming
  •  ott
  • streaming_tv
  • streaming-{{er_vendor}}
  • streaming_{{any string}}

Here are a few examples with effective tagging: 

  • https://yourwebsite.com/new-product/?utm_medium=streaming&ta_campaign={{er_mediaplan_id}}
  • https://yourwebsite.com/new-product/?utm_source=tatari-streaming&ta_campaign={{er_mediaplan_id}}

Note: If you have already set up parameters for both utm_source and utm_medium, we request that you replace either of those with a parameter mentioned above. 

The following are additional macros you can use when building UTM parameters. They will automatically populate once a viewer clicks on the ad, and can be useful for your internal reporting.

  • {{er_advertiser}} - Advertiser name
  • {{er_advertiser_id}} - Advertiser ID
  • {{er_mediaplan}} - Media plan name
  • {{er_mediaplan_id}} - Media plan ID
  • {{er_vendor}} - Vendor name
  • {{er_vendor_id}} - Vendor ID
  • {{er_placement_group}} - Placement name
  • {{er_placement_group_id}} - Placement ID
  • {{er_creative}} - Video (or creative) name
  • {{er_creative_id}} - Video (or creative) ID
  • {{er_isci}} - Ad ID or ISCI in a 3rd party URL
  • {{er_referrer}} - Referrer URL