MediaMath

Datafly Signal reports conversions and reach events to MediaMath (TerminalOne / T1) by firing the MathTag event pixel server-side. Because Signal fires the pixel from your own infrastructure rather than the browser, delivery is unaffected by ad blockers and browser tracking prevention, and identity matching uses deterministic ConnectedID keys (SHA-256 hashed email and customer ID) instead of third-party cookies.

Prerequisites

Before configuring MediaMath in Signal you need two identifiers from your MediaMath account team or the TerminalOne platform:

Step 1: Find your Advertiser ID

1. Log in to TerminalOne (T1).
2. Your Advertiser ID is the value passed as mt_adid on any MediaMath pixel for the advertiser. Your account team can also provide it directly.

Step 2: Find or create your Pixel ID

1. In TerminalOne, go to Admin > Pixels.
2. Open the conversion (event) pixel you want Signal to fire, or create a new one.
3. Note the Pixel ID — this is the value passed as mt_id on the pixel tag.
4. Note which variable slots the pixel is configured to read (see Pixel Variables below). MediaMath pixels read value into v1–v3 (numeric) and strings into s1–s3; the exact slot for value, currency, and order ID is set per-pixel in TerminalOne.

Step 3: Enable ConnectedID matching (recommended)

Server-side pixel fires have no browser cookie, so matching relies on deterministic keys. Ask your account team to confirm ConnectedID is enabled on the advertiser so that hashed email (mt_exem) and hashed customer ID (mt_excl) can be matched to MediaMath users.

Configure in Signal

Configuration Fields

Management UI Setup

1. Go to Integrations > Add Integration > MediaMath.
2. Choose the Default preset (page reach + Order Completed conversion).
3. Enter your pixel_id and advertiser_id.
4. Select the consent categories that gate delivery (typically advertising or marketing).
5. Click Save.

API Endpoint

GET https://pixel.mathtag.com/event/js
    ?mt_id={pixel_id}&mt_adid={advertiser_id}
    &mt_exem={sha256_email}&mt_excl={sha256_customer_id}
    &v1={value}&s1={currency}&s2={order_id}

All fields travel on the URL query string; there is no request body and no authentication header — the conversion is identified by mt_id + mt_adid. A mobile in-app variant (/event/mob) is also available for app-sourced events, which additionally requires a device ID (mt_uuid) and ID type (mt_idt: idfa / aaid).

Identity Signals

MediaMath matches server-side pixel fires deterministically using SHA-256 hashed identifiers (ConnectedID). Signal hashes these server-side before the request leaves your infrastructure — raw PII never reaches MediaMath.

How to send identity

Call datafly.identify() when a user logs in, registers, or submits a form:

datafly.identify("user-123", {
  email: "jane.doe@example.com"
});

Signal normalises and SHA-256 hashes the email into mt_exem and the user_id into mt_excl automatically before firing the pixel.

Pixel Variables

MediaMath pixels expose numeric value slots (v1–v3) and string slots (s1–s3). The Default preset uses:

Event Mapping

Default preset

All other events are dropped (defaults.action: drop). The MathTag pixel has no per-event conversion-type parameter — the Pixel ID itself denotes the conversion, so to track multiple distinct conversion types, attach a separate MediaMath integration (with a distinct pixel_id) per type.

Example: Order Completed (purchase)

Datafly.js call:

datafly.identify("user-123", { email: "jane.doe@example.com" });
 
datafly.track("Order Completed", {
  order_id: "ORD-001",
  revenue: 129.99,
  currency: "USD"
});

Pixel fired by Signal:

GET https://pixel.mathtag.com/event/js?mt_id=1234567&mt_adid=987654&mt_exem=5e8848...&mt_excl=9f86d0...&v1=129.99&s1=USD&s2=ORD-001

Testing

Troubleshooting