MediaMath Event Tracking

Overview

MediaMath (now part of Infillion) uses conversion pixels for tracking user actions and campaign performance across its demand-side platform. As an enterprise programmatic advertising platform, MediaMath provides sophisticated tracking for display, video, mobile, and connected TV campaigns with advanced attribution and audience segmentation.

Standard Events

MediaMath supports conversion tracking through pixels:

Conversion Types

Purchase - Transaction completed
Lead - Form submission or contact
Page View - Specific page visited
Custom - Business-specific actions

Custom Events

Creating Conversion Pixels

Define conversion tracking via pixel implementation:

<!-- Standard Conversion Pixel -->
<img src="https://pixel.mathtag.com/event/img?mt_id=ADVERTISER_ID&mt_adid=AD_ID&mt_exid=CONVERSION_ID&mt_excr=ORDER_VALUE&v1=&v2=&v3=" width="1" height="1" />

Dynamic Parameters

Pass dynamic values:

<!-- Dynamic Conversion Pixel -->
<script type="text/javascript">
var mt_id = "ADVERTISER_ID";
var mt_adid = "AD_ID";
var mt_exid = "CONVERSION_ID";
var mt_excr = "99.99";  // Order value
var v1 = "ORDER_12345";  // Order ID
var v2 = "SKU_123";      // Product ID
var v3 = "electronics";   // Category
</script>
<script type="text/javascript" src="https://pixel.mathtag.com/event/js?mt_id=' + mt_id + '&mt_adid=' + mt_adid + '&mt_exid=' + mt_exid + '&mt_excr=' + mt_excr + '&v1=' + v1 + '&v2=' + v2 + '&v3=' + v3"></script>

Ecommerce Events

Purchase Tracking

<!-- Purchase Pixel -->
<img src="https://pixel.mathtag.com/event/img?mt_id=YOUR_ADVERTISER_ID&mt_adid=YOUR_AD_ID&mt_exid=PURCHASE_PIXEL_ID&mt_excr=149.99&v1=ORDER_12345&v2=SKU_123&v3=2" width="1" height="1" />

Parameters:

mt_id - MediaMath Advertiser ID
mt_adid - Ad ID
mt_exid - Conversion Pixel ID
mt_excr - Order value
v1 - Custom variable 1 (e.g., Order ID)
v2 - Custom variable 2 (e.g., Product ID)
v3 - Custom variable 3 (e.g., Quantity)

Conversion Tracking

Implementation Methods

1. Image Pixel

Standard image pixel:

<img src="https://pixel.mathtag.com/event/img?mt_id=ADVERTISER_ID&mt_adid=AD_ID&mt_exid=CONVERSION_ID&mt_excr=99.99&v1=ORDER_12345" width="1" height="1" />

2. JavaScript Pixel

JavaScript implementation for dynamic values:

<script type="text/javascript">
var mt_id = "ADVERTISER_ID";
var mt_adid = "AD_ID";
var mt_exid = "CONVERSION_ID";
var mt_excr = document.getElementById('order-total').textContent;
var v1 = document.getElementById('order-id').textContent;
</script>
<script type="text/javascript" src="https://pixel.mathtag.com/event/js?mt_id=' + mt_id + '&mt_adid=' + mt_adid + '&mt_exid=' + mt_exid + '&mt_excr=' + mt_excr + '&v1=' + v1"></script>

3. Server-Side

Server-to-server tracking:

import requests

# Server-side conversion
pixel_url = "https://pixel.mathtag.com/event/img"
params = {
    "mt_id": "ADVERTISER_ID",
    "mt_adid": "AD_ID",
    "mt_exid": "CONVERSION_ID",
    "mt_excr": "99.99",
    "v1": "ORDER_12345"
}

response = requests.get(pixel_url, params=params)

Attribution

Attribution Windows

Default Windows:

Post-click: 30 days
Post-view: 1 day

Configure in MediaMath platform per campaign.

Attribution Models

MediaMath supports:

Last-touch attribution
Multi-touch attribution (via Brain)
Custom attribution models

Debugging & Validation

Network Tab

Verify pixel fires:

Open browser DevTools
Navigate to Network tab
Filter for "mathtag.com"
Verify pixel request fires
Check parameters are correct

Platform Validation

Verify in MediaMath platform:

Navigate to Reports > Conversions
Review conversion activity
Check for pixel firing confirmation

Best Practices

Implementation

Use JavaScript pixels for dynamic values
Pass order value for revenue tracking
Include order ID in v1 for deduplication
Test pixels before launch
Monitor conversion reports regularly

Optimization

Use Brain optimization for automated bidding
Create audience segments from converters
Test different attribution models
Leverage cross-device tracking
Measure incrementality with control groups

Programmatic Strategy

Use private marketplace deals for quality
Implement brand safety controls
Leverage first-party data for targeting
Test different channels (display, video, CTV)
Monitor viewability and fraud metrics