Flashtalking

Datafly Signal delivers conversions to Flashtalking (Mediaocean / Innovid) server-to-server by firing the Spotlight conversion tag from your own infrastructure instead of the browser. Because the Spotlight pixel is issued server-side, it is not affected by ad blockers or browser tracking prevention.

Prerequisites

Before configuring Flashtalking in Signal you need an active Flashtalking advertiser account and a generated Spotlight (conversion activity) tag.

Locate your Spotlight tag snippet

In the Flashtalking platform, generate or open the Spotlight tag for the conversion you want to track. The tag contains a container URL of the form:

https://servedby.flashtalking.com/container/1234567;987654;5;num/?...

Identify the three IDs

The three numeric values immediately after /container/, separated by semicolons, are what Signal needs:

Position	Value	Example
1st	Advertiser ID	`1234567`
2nd	Spotlight ID	`987654`
3rd	Spotlight Group ID	`5`

One Signal integration maps to one Spotlight. If you track several conversions (for example a purchase Spotlight and a lead Spotlight), create a separate Signal integration for each, each with its own Spotlight ID.

Configuration Fields

Field	Required	Description
`advertiser_id`	Yes	The numeric Advertiser ID — the number immediately after `/container/`.
`spotlight_id`	Yes	The numeric Spotlight ID — the number after the Advertiser ID.
`spotlight_group_id`	Yes	The numeric Spotlight Group ID — the number after the Spotlight ID.

Configure in Signal

Go to Integrations > Add Integration > Flashtalking.
Choose the Default variant.
Enter your advertiser_id, spotlight_id and spotlight_group_id.
Select consent categories (typically advertising or marketing).
Click Save.

To customise which Signal events fire which Spotlight (or to map custom variables U1–U20), edit the integration’s Field Mappings.

API Endpoint

Signal fires the Spotlight container tag as an HTTP GET:

GET https://servedby.flashtalking.com/container/{advertiser_id};{spotlight_id};{spotlight_group_id};num/?cachebuster={rand}&ftXRef={order_id}&ftXValue={value}&ftXCurrency={currency}

The advertiser, spotlight and group IDs are semicolon-delimited path segments. Dynamic conversion parameters follow the trailing ?. There is no API key — the IDs in the path are the credential, and Signal adds a fresh cachebuster on every request to prevent caching.

Identity Signals

Flashtalking matches server events to a user via its own FTrack first-party cookie, plus the visitor’s IP address and User-Agent. Signal forwards these automatically:

Signal	How it is sent	Description
Client IP	`X-Forwarded-For` header	Visitor’s IP address, forwarded from the original browser request.
User-Agent	`User-Agent` header	Visitor’s User-Agent string, forwarded from the original request.
FTrack cookie	First-party cookie	Flashtalking’s own identity cookie, read on the original request.

Flashtalking does not require hashed email or phone for matching, so Signal does not send PII to Flashtalking. Matching is cookie plus IP/User-Agent based.

Event Mapping

Default preset

Signal event	Spotlight type	Key parameters
`page`	Counter	`cachebuster`, `U1` (path)
`Order Completed`	Sales	`ftXRef` (order ID), `ftXValue`, `ftXCurrency`
`Signed Up`	Counter	`U1` (method)
`Lead Generated`	Counter	`ftXValue`, `ftXCurrency`

Conversion parameters use Flashtalking’s standard naming:

Parameter	Meaning
`cachebuster`	Per-request random value (added automatically by Signal).
`ftXRef`	Order / transaction reference.
`ftXValue`	Transaction amount / conversion value.
`ftXCurrency`	ISO currency code.
`ftXType`	Conversion / order type classification.
`U1`–`U20`	Advertiser-defined custom variables.

Example: Purchase Event

Datafly.js call:

datafly.track("Order Completed", {
  order_id: "ORD-001",
  revenue: 129.99,
  currency: "USD"
});

Request fired by Signal:

GET https://servedby.flashtalking.com/container/1234567;987654;5;num/?cachebuster=8472913&ftXRef=ORD-001&ftXValue=129.99&ftXCurrency=USD

The visitor’s IP and User-Agent are forwarded as request headers so Flashtalking attributes the conversion to the genuine user rather than the Signal server.

Testing Your Integration

Trigger a tracked event (for example complete a test purchase) on a page running Datafly.js.
In Signal’s event debugger, confirm the Flashtalking request was built with the correct path IDs and a populated cachebuster, ftXRef, ftXValue and ftXCurrency.
In the Flashtalking platform, open Spotlight reporting for the activity and confirm the conversion appears (allow for reporting latency).

Troubleshooting

Problem	Solution
Conversions missing from Spotlight reporting	Verify the three IDs match the tag snippet exactly (Advertiser, Spotlight, Spotlight Group), in that order.
Duplicate or undercounted conversions	Confirm `cachebuster` is present on every request — Flashtalking caches aggressively without it. Signal adds it automatically.
All conversions geo-resolve to one location	Confirm the visitor IP is being forwarded; check the `X-Forwarded-For` header in the event debugger.
Sales Spotlight shows no value	Ensure `properties.revenue` and `properties.currency` are populated on the `Order Completed` event.

Equativ Basis