UTT Version 3 Explained
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Tag Version 3 is the latest release of the Universal Tracking Tag (UTT), impact.com's JavaScript tracking tag. It moves the tag beyond measurement into on-page monetization, closes common tracking gaps, and adds support for industry consent standards.
Display partner offers or ad content on your pages after key events, like a purchase confirmation. The tag tracks impressions and whether a visitor accepts or declines an ad. Viewability tracking is coming soon. Turning on Cross Monetization upgrades your tag to Tag Version 3 (builder_version=3); turning it off reverts to your previous version.
Auto Invoke fires tracking actions like identify automatically based on configuration you set in the impact.com UI. You don't need to add an ire('identify') call required in your site code. It closes tracking gaps on pages with a missing or broken implementation, and you can enable it without a code deployment.
The tag can now read consent settings directly from your Consent Management Platform, as long as it follows the industry-standard framework for online consent, and impact.com is officially registered as a supported vendor under that framework. This makes it easier to comply with European privacy laws, work with publishers that require this standard, and skip building one-off consent integrations.
The Publisher Tag now enforces Consent Mode, matching the privacy standard already used by the Universal Tracking Tag. It queues identifyUser until a user grants consent, withholds PII like customerEmailHash when a user denies consent, and handles consent and loyalty actions the same way across both tags. This closes a compliance gap for publishers and brands operating in the EU/EEA.
Already using Consent Mode on the UTT? See Integrate Consent Mode on impact.com. The ire('consent', ...) commands described there are unchanged by this update.
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