> For the complete documentation index, see [llms.txt](https://help.impact.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.impact.com/other/reference-documentation/utt-version-3-explained.md).

# UTT Version 3 Explained

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.

## Monetize pages with Cross Monetization

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.

## Automate tracking with Auto Invoke

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.

## Recognize consent signals with TCF support

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.

## Add consent support to the Publisher Tag

The [Publisher Tag](/brand/what-would-you-like-to-learn-about/platform-features/tracking/tracking-explained/publisher-tag-faq.md) 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.

{% hint style="success" %}
**Already using Consent Mode on the UTT?** See [Integrate Consent Mode on impact.com](https://integrations.impact.com/integration-guides/for-brands/tracking-integrations/integrate-consent-mode-on-impact.com). The `ire('consent', ...)` commands described there are unchanged by this update.
{% endhint %}


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