Criteo Email cookie placement kit

EmailRetargeting cookie placement kit

Document for :
PUBLISHER profiles Identification

Version 2, 29/05/2015, SR
 Criteo Email cookie placement kit

1. Principle
The Criteo Email service uses cookies that are placed in the web browsers of email profiles:

The Criteo Email service uses cookies that are placed in the web browsers of email profiles: the aim of this document is to describe the procedure to
prepare your opt-in databases for cookies. We are at your disposal for any questions regarding the installation of these trackers.

1.1 There are 2 methods for placing cookies in your database

Emailing Websites
(Open/Click) (Register/Login)
We therefore need you to place the "EmailRetargeting" trackers in each of your emails and your websites for those who have a website.

1.2 We use well known web technology

Tracking pixel URL forwarding

 Criteo Email cookie placement kit

2. Requirements
2.1 Domain
The solution for the "EmailRetargeting" trackers requires setting up a sub-domain delegation either for your domain or for each of your databases/domain,
this is not optional:

For example: er.domain.com

This is achieved by creating a CNAME towards the domain: "emailretargeting.com".
In this way, only the name of your database appears in your emails.

2.2 MD5

When passing hashed email addresses make sure that the addresses are converted to lower case, trimmed, converted to UTF-8 and finally hashed using
the MD5 algorithm before they are passed into the link. The MD5 itself must be in lowercase.

2.2 Privacy

As stated in the Order Form or Contract, you should display some Privacy wording in you emails containing Cookisation and we advise to add it to your Term
& Conditions pages. Please see your contract for the Wording.

The wording provided is a suggestion and can be adjusted but it must be present.

It will be checked by Criteo and is a blocker to launch if not implemented.

 Criteo Email cookie placement kit

3. EmailRetargeting trackers
3.1 Tracker inside emails
For this method, two "CRITEO EmailRetargeting" trackers must be placed during the composition of the email:

3.1.1 Opening Tracker

An opening tracker must be present in all emails sent to the profiles of your "opt-in partners"

This HTML tracker should be placed during the creation of your email (we recommend that you add it in the footer so that it is easily available in all emails):
This is a transparent pixel that allows us to place the "CRITEO EmailRetargeting" cookie at the opening of the email.

We will provide you with a personalized tracker with the following format:

<img src="http://er.domain.com/ERMO/E/id_base/safety_key/email-MD5/pixel.gif" style="border :0px ;" />

Id_base and safety_key will be provided by Criteo email

E parameter must be in upper case

 Criteo Email cookie placement kit

3.1.2 Click tracker

Click tracker Introduction

Click tracker allows you to improve the cookie placement rate in "opt-in partners" emails.

We will provide you with a personalized tracker with the following format:

http://er.domain.com/ERMC/E/id_base/safety_key/email-MD5?goto=http%3A%2F%2Fwww.yourlink.com

Id_base and safety_key will be provided by Criteo email

email-Md5 must be replaced by the end user profile. Email adress must be in lower case before being encoded in MD5. MD5 must be in lower case.

er.domain.com must be replaced by your cookisation domain.

Goto URL must be encoded strictly once =

o The URL must be encoded and the URL must be encoded only once.

o We will decode the URL once and only once, so you can use encoded parameters if needed, they will be present after we redirect your URL
aftert the cookisation

ERMC and E parameter must be in upper case

 Criteo Email cookie placement kit

Cookisation URL examples

Simple URL :

Your destination URL in you template before inserting the cookisation link:

http://www.mydomain.com/landing_page.html

Must be encoded into:

http%3A%2F%2Fwww.mydomain.com%2Flanding_page.html

Must be inserted in your template :

http://er.domain.com/ERMC/E/id_base/safety_key/email-MD5?goto=http%3A%2F%2Fwww.mydomain.com%2Flanding_page.html

If your URL already contains encoding, you must encode the full URL one more time.

Your destination URL in you template before inserting the cookisation link:

http://www.mydomain.com/tracking.html?goto=%3Dhttp%3A%2F%2Fwww.anotherwebsiteadvertiser.com

Must be encoded once:

http%3A%2F%2Fwww.mydomain.com%2Ftracking.html%3Fgoto%3D%253Dhttp%253A%252F%252Fwww.anotherwebsiteadvertiser.com

Must be inserted in your template:

http://er.domain.com/ERMC/E/id_base/safety_key/email-
MD5?goto=http%3A%2F%2Fwww.mydomain.com%2Ftracking.html%3Fgoto%3D%253Dhttp%253A%252F%252Fwww.anotherwebsiteadvertiser.com
 Criteo Email cookie placement kit

If your URL already contains tracking :

Your destination URL in you template before inserting the cookisation link:

http://www.mydomain.com/landing_page.html?var=value

Must be encoded once:

http%3A%2F%2Fwww.mydomain.com%2Flanding_page.html%3Fvar%3Dvalue

Must be inserted in your template:

http://er.domain.com/ERMC/E/id_base/safety_key/email-MD5?goto=http%3A%2F%2Fwww.mydomain.com%2Flanding_page.html%3Fvar%3Dvalue
Criteo Email cookie placement kit

3.2 Website Tracker

For this cookie placement method, a single tracker is required. You can use it in profile collecting operations like Competition websites (At the time of opt-
in) or in a login interface at the time of connection (if the user is opt-in) or in order confirmation,

We will provide you with a personalized tracker with the following format:

<img src="http://er.domain.com/ERMO/W/id_base/safety_key/email-MD5/pixel.gif" style="border :0px ;" />

Id_base and safety_key will be provided by Criteo email

W and ERMO parameter must be in upper case

HTTPS Website Cookisation

This works only for a website and cannot be used in an email. If you need to have cookisation using HTTPS protocol, you can use one of our domains:

<img src="https://emailretargeting.com/ERMO/W/id_base/safety_key/email-MD5/pixel.gif" style="border :0px ;" />

Id_base and safety_key will be provided by Criteo email

W and ERMO parameter must be in upper case

This works only for a website and cannot be used in an email.

Criteo Email cookie placement kit

4.1 HOW TO TEST your cookisation implementation

A) First, You can test the link construction by copying and pasting a test URL in your browser:

Open Tracker:

1. Remove cookies linked to the emailretargeting.com domain.

2. Construct the link with all the variable replaced.

3. Fire the open tracker.

4. Check your cookies, you should have 3 cookies dropped.

Click Tracker:

1. Remove cookies linked to the emailretargeting.com domain.

2. Encode your destination link once and only once.

3. Construct the link with all the variable replaced in our tracking part and had your encoded URL.

4. Past the link in the browser.

5. Fire the URL.

6. Check the destination page, it must be your original destination link.

7. Check your cookies, you must have 3 cookies dropped.

B) When the test with the direct copy and paste in your browser works ok, you must try in an email or an the website, with multiple profiles to check if
the MD5 are different every time and correctly replaced (MD5 = MD5 of the email address of the recipient/internet user).
Criteo Email cookie placement kit

Criteo New York - Phone: 1-646-410-0400 - Criteo Paris 32 rue Blanche 75009 Paris - Phone: +33 1 40 40 22 90