Arm Treasure Data

Overview

Arm Treasure Data operates as an enterprise-grade customer data platform (CDP) used by large organizations to unify customer data across touchpoints. Unlike lightweight analytics tools, Treasure Data ingests high-volume event streams and combines them with offline data sources for cross-channel audience building. It competes directly with platforms like Segment, Tealium, and Adobe Experience Platform in the enterprise CDP market.

What This Script Does

Treasure Data's JavaScript SDK loads from cdn.treasuredata.com and initializes a collector that captures detailed behavioral events from website visitors. The SDK tracks page views, click interactions, scroll depth, form submissions, and custom events defined by the implementation.

Each event payload includes the page URL, referrer, user agent, screen resolution, viewport dimensions, and a timestamp. The SDK generates a unique visitor identifier stored in a first-party cookie named _td with a default expiry of two years. This cookie enables cross-session visitor stitching, linking anonymous browsing activity to identified customer profiles once a login or form submission occurs.

Collected events are batched and transmitted to in.treasuredata.com via POST requests. The data is written to Treasure Data's cloud data warehouse where it is merged with CRM records, purchase history, and other enterprise data sources for segmentation and activation.

The SDK supports server-side configuration that can modify which events are captured and what data fields are included, meaning the actual data collection scope varies by implementation.

Consent & Compliance

Arm Treasure Data is classified as analytics. It collects behavioral data for customer journey analysis and audience segmentation, which constitutes non-essential processing under privacy regulations.

Under GDPR and the ePrivacy Directive, the _td cookie and associated behavioral tracking require prior informed consent. The two-year cookie lifespan and the breadth of data collected (cross-session behavioral profiles linked to identified users) place this firmly in the category of non-essential analytics processing. A valid legal basis — typically explicit consent — must be established before the SDK initializes.

Under CCPA/CPRA, the behavioral data collected constitutes personal information. If this data is shared with third parties or used for cross-context behavioral advertising, it qualifies as a "sale" or "sharing" under CPRA, triggering opt-out requirements via Global Privacy Control or a "Do Not Sell or Share" mechanism.

Should You Block This Without Consent?

Yes. Treasure Data collects detailed behavioral profiles with persistent cross-session tracking. It must not load before the visitor provides affirmative consent for analytics or marketing purposes.