MediaMath
Datafly Signal sends conversions to MediaMath (by Infillion) server-to-server by firing the MathTag event pixel through MediaMath’s real-time server-side Event API.
Why route MediaMath through Datafly Signal
- Conversions survive ad blockers and tracking prevention. A browser tag served from an advertising domain is blocked outright for part of your traffic, and Safari’s ITP shortens the cookies it can set. Signal sends the event from your own server, so what MediaMath receives is not filtered by the browser.
- Personal data is hashed before it leaves your infrastructure. Signal normalises and SHA-256 hashes the identifiers inside your own deployment, so the vendor receives match keys, never the raw values.
- One consent decision governs every destination. MediaMath is gated by the same consent state as the rest of your stack, so a withdrawal applies everywhere at once.
- No vendor tag on the page. Removing it removes its page weight and its independent access to your visitors.
Prerequisites
Get your pixel and advertiser IDs
The MathTag pixel ID (mt_id) and advertiser ID (mt_adid) are in the MediaMath platform; a pixel already on your site can be reused.
One integration per pixel
The pixel ID is the conversion. Add one MediaMath integration per MathTag pixel and enable only the events that pixel should count.
Configure in Signal
Configuration Fields
| Field | Required | Description |
|---|---|---|
pixel_id | Yes | Your TerminalOne Pixel ID (the value from the &mt_id= portion of a MediaMath JS pixel). Found in TerminalOne under Admin > Pixels. |
advertiser_id | Yes | Your TerminalOne Advertiser ID (the value from the &mt_adid= portion of a MediaMath JS pixel). Provided by your MediaMath account team. |
Management UI Setup
- Go to Integrations > Add Integration > MediaMath.
- Choose a preset: Default (
default), Retail (ecommerce), Lead Generation (lead_gen), Insurance (insurance). - Fill in the fields above and click Save.
Request format
A GET with every value in the query string and source=s2s on every record.
GET https://pixel-s2s.mathtag.com/event/img?mt_adid={advertiser_id}&mt_excl=d2863329af6d3300c06cca11c621a6854dce32e06c217fe09ae25687dc4573a8&mt_exem=86e0b9e56c17cc4d12387e1949b85053fbe73bc3ce5a1188713a9d300cc6133d&mt_id={pixel_id}&mt_ip=203.0.113.9&mt_ts=1758500000&mt_uuid=9a1b2c3d-4e5f-4a6b-8c7d-0e1f2a3b4c5d&order_id=ORD-1001&product_id=SKU_1%2CSKU_2&source=s2s&v1=259.99&v2=GBPEvent Mapping
| Signal event | Vendor event | Presets |
|---|---|---|
purchase | purchase | Default, Retail, Insurance |
generate_lead | lead | Default, Lead Generation |
sign_up | sign_up | Lead Generation |
quote_completed | quote_completed | Insurance |
Identity
mt_uuid is the MediaMath user ID from a cookie sync, when one has been made; otherwise MediaMath matches on mt_ip, the visitor’s IP address. Email (mt_exem) and the customer ID (mt_excl) are sent only as SHA-256 hashes.
Consent
MediaMath is an advertising destination and requires marketing consent by default.
Blueprint
The MediaMath blueprint version is 0.6.0. It was last reviewed against the vendor’s documentation on 2026-09-22.