Edge segments

How it works

You can compute segments browser-side using our Edge technology and share them with Google Ad Manager. This allows you to react instantly to user behavior and trigger campaigns as users navigate your website.

To do so, the mediarithmics tag:

• Collects and stores identifiers and navigation data in local storage. When an event is pushed by the tag, it is sent both to the activity processing pipeline and saved locally.

• Computes browser-side which segments the user enters or leaves.

• When a user enters or exits one or more segments:

  • Triggers the Google Ad Manager integration

  • Sends the information back to the server to maintain a server-side state of the segment. Segment statistics are computed periodically by running a query that counts users flagged as belonging to the segment.

Only users who navigated your site with the Edge feature activated will be in the segment.

Setup

To configure the Edge segmentation feature, please follow the steps outlined below.

1. Prerequisites

• Update Snippet: Ensure your site is running the latest version of the mediarithmics snippet. (Refer to Website tracking documentation for details).

• Feature Activation: Contact your Account Manager to enable Edge on your specific channels.

2. Schema Configuration

Identify the properties in your schema required for Edge-based user segmentation and mark them with the @EdgeAvailability flag (see Data model @EdgeAvailability directives for more information)

Note that you must meet the following requirements:

• Supported Objects: Edge only supports properties from the following objects:

  • UserDeviceTechnicalId

  • DeviceInfo

  • UserSegment

  • UserEvent (including all sub-object properties)

• Data Integrity: Properties must exist in the schema and be stored exactly as pushed by the tag. No transformations (e.g., event rules or visit analyzers) can be applied.

• Directives: A property using the @PropertyPath directive is only compatible if the path name and property name are identical in both the schema and the data layer.

Tip: We recommend validating your schema changes with our technical team before deployment.

3. SSP / AdServer Integration

Finalize the connection between mediarithmics and your delivery platforms.

• Google Ad Manager (GAM): The JS snippet automatically pushes segment IDs as key-values to the ad call. However, these must be manually created within the GAM UI.

  • Reference: GAM Key-Value Setup Guide

• Other Platforms: While there is no native "out-of-the-box" integration for other platforms yet, it can be implemented easily on your side, as segment IDs are stored and available in Local Storage.