What is Piggybacking

General definition is “carry by or as if by means of a piggyback” – In phrase: “I’ll piggyback you the rest of the way”. This means a support or a help to surpass to reach your destination.

Definition in terms of Advertising:

It refers to the use of a single container tag (also called universal or master tag) which redirects to other additional tags that are not placed directly on the site. Basically it’s a technique by which the actual tag fires without directly implementing on the page which ensures there is no data stolen from the client site maintaining the security.

General Example to understand piggyback concept:

  • Using someone’s shoulder to achieve something (raw example)
  • Embedding the names of popular brands or companies into the hidden meta-data of a Web page in order to rank high up on a search engine’s results page
  • Gaining access to a restricted communications channel by using the session another user already established.
  • Reaching to a destination with someone’s help (hidden)

Live example of piggybacking:

Here Container tag is of ATLAS, where the pixel tagged are of Tribal Fusion, MathTag and Turn.

function AT_tags(){

    try{

        var tags =newArray();

        var imgs =newArray();

        tags =[‘https://pixel.mathtag.com/event/img?mt_id=xxxxxx&mt_adid=xxxxxx&v1=&v2=&v3=&s1=&s2=&s3=’,’http://a.tribalfusion.com/i.cid?c=xxxxxx&d=00&page=landingPage’,’http://d.turn.com/r/dft/id/Xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx’];

        for(var i =0; i < tags.length; i++){

            imgs[i]=newImage();

            imgs[i].src = tags[i];

        }

        this.csk =’Test’;

    }catch(e){

        this.csk =’Error’;

    }

}

Scenario: We need to place publisher pixel on client’s LP for optimization or say retargeting but client is not allowing to implement the third party pixels due to global or security reasons

Solution: We can piggyback the publisher pixels like you can see in the above code for Tribal, Turn or mathtag pixel within an atlas container code

Result: Cookie pool is being formed at publisher end, thereby they can optimize and retarget the interested users. Client is also happy as they were not asked to put the pixels directly on the site

This is all about piggybacking!

Quick Points on piggybacking:

 1. It’s a technique which helps in retargeting the users
 2. This is done by adding the actual action tag on a container tag which is then implemented on the client page
 3. The implementation is same as normal tagging
 4. This ensures security of data, publisher won’t be able to steal data from client page i.e. user’s pool, etc.

9 thoughts on “What is Piggybacking

  1. Rupesh

    Perfect answer, what was I looking for it.

  2. Tushar

    Great article. Simple, succinct and very practical.

  3. Does anyoen an web tool to check piggybacking online?

    I know that Ensighten is quite strong here, but a quick free tool would be prefered. 🙂

    • Hey Tobias,

      We can always use developer tools to check piggybacking, Mozilla one works best. The another way is by Charles or Fiddler where fiddler is free of cost.

      Regards,
      kOA

  4. STUART

    Use BITDEFENDER ANTI VIRUS .this antivirus blocks piggyback cookies .AND IT IS FREE.

  5. can we piggyback the floodlight tags in the Atlas container tags?

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