The Corvidae pixel has two use functions depending on where it is deployed.​ We place the pixel on the client's website using Google Tag Manager to collect clickstream data​. We can collect clickstream from GA360 and Adobe Analytics, so if the client was unwilling to deploy our pixel we could use JUST that. ​
However, our pixel deployment gives us more freedom and control. Where possible, we will use another platform alongside our pixel which means we have more identifiers to stitch over. This helps us improve the overall quality of the data we use for attribution modelling.​
We embed the pixel in the creative used by partners to track impressions for activity such as Display and Native.​
The pixel is 1st party; once it is placed on the client’s website we need to tell it information about the clickstream data it collects so that we can categorise each visit correctly.