Integrations / Advertising
MediaMath
Server-side conversion and reach tracking via the MediaMath (TerminalOne) MathTag event pixel. Fires pixel.mathtag.com/event/js with the advertiser/pixel IDs, deterministic ConnectedID match keys (SHA-256 hashed email mt_exem and customer id mt_excl), and conversion value (v1) plus currency (s1).
Datafly Signal delivers first-party events to MediaMath server-to-server from infrastructure you control, using a pre-built blueprint that maps your event schema to the payload MediaMath expects.
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 the conversions MediaMath optimises against are not filtered by the browser.
Email hashed before it leaves your infrastructure
Signal normalises (trim and lowercase) and applies SHA-256 inside your own deployment, so MediaMath receives match keys rather than raw personal data.
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.
What ships in the blueprint
Mapped events
pagepurchaseview_itemVertical presets
Default. Each preset starts from a working configuration for that vertical rather than a blank field map.
Full field mappings, configuration fields, and troubleshooting are in the MediaMath documentation.
Frequently asked questions
Does Datafly Signal integrate with MediaMath?
Yes. Datafly Signal delivers first-party events to MediaMath server-to-server from infrastructure you control, using a pre-built blueprint that maps your event schema to the payload MediaMath expects. The integration is included in every deployment at no additional cost.
How is server-side MediaMath tracking different from the MediaMath tag?
The MediaMath tag runs in the visitor's browser, so it is subject to ad blockers, tracking prevention, and page-unload races. Signal collects the event through a first-party endpoint on your own domain and delivers it to MediaMath from your server, so delivery does not depend on browser conditions.
What personal data is sent to MediaMath?
Email are normalised and SHA-256 hashed inside your own deployment before delivery, so MediaMath receives match keys rather than raw personal data. Which fields are sent is configured per pipeline.
Which events can Signal send to MediaMath?
The blueprint ships with mappings for page, purchase, view_item. Any event in your schema can be mapped to MediaMath through pipeline configuration without a code change.
Do I need to keep the MediaMath tag on my site?
No. Server-side delivery is designed to replace the tag. Most teams run both briefly during migration, using shared event IDs so MediaMath deduplicates, then remove the tag once server-side volume matches.
Other advertising integrations
Ready to move MediaMath server-side?
See how Datafly Signal delivers first-party events to MediaMath from infrastructure you control, with hashed identity and consent enforcement built in.