Viant Universal Pixel

The Viant Universal Pixel tag is a client-side tag that runs in the browser via Tealium iQ Tag Management, sending onsite conversion and engagement events to Adelphic DSP by Viant for measurement, optimization, and attribution. It’s designed to track standard funnel actions—such as Page View, Add to Cart, Initiate Checkout, Purchase, and Lead—while passing rich transaction details, customer identifiers, and product data so Viant can build audiences and power more accurate reporting. Tealium’s implementation includes built-in support for the Universal Pixel ID (UPID) and User ID, along with revenue, currency, and 10 flexible custom parameters, all controllable through Tealium’s data mapping UI and load rules. What’s unique in Tealium is how the tag plugs into the standard Tealium data layer and E-Commerce Extension: the tag can automatically use E-Commerce variables for currency, product category, revenue/subtotal, and transaction ID, while mappings let you dynamically override both config- and event-level values without custom code. The toolbox follows Tealium’s established “universal pixel” pattern, with Events used as Tealium-side triggers (controlling when the pixel fires) and event-specific parameter mappings to tailor values for different funnel steps, even though the Viant SDK itself relies on its own rules engine to classify events. This gives teams a familiar, low-code way to manage Viant tracking alongside other media pixels in a single profile.   Cross-vertical use cases and benefits

• Retail & eCommerce – Track views, cart additions, checkouts, and purchases with consistent revenue and currency values, enabling Viant to optimize bidding toward high-value shoppers and reduce wasted spend on low-intent traffic.
• Travel & Hospitality – Capture searches, itinerary views, and bookings with product category and transaction IDs, improving attribution for complex multi-page paths and helping media teams bid on the journeys most likely to convert.
• Media, Subscription, & Publishing – Send engagement and subscription-related events (for example, registration, paywall hits, subscription start) with customer type and custom parameters to refine audience modeling and lifetime value strategies in Viant.
• Financial Services & B2B/SaaS – Track key lead funnel milestones (quote requests, form submissions, account sign-ups) and map user IDs plus custom parameters, so Viant can optimize toward qualified leads instead of just clicks.
• Multi-brand / Global Enterprises – Use Tealium load rules and automapping to standardize a single Viant implementation across many sites and regions, reducing manual tag work while maintaining consistent, comparable conversion data in the DSP.