Kenshoo TLD

Overview

Kenshoo (rebranded as Skai in 2021) is an AI-powered omnichannel advertising platform for managing and optimizing campaigns across search (Google, Bing), social (Meta, TikTok, Pinterest), and retail media (Amazon, Walmart, Instacart, Kroger) channels. When Kenshoo/Skai conversion tags appear on advertiser websites, they are attributing purchases and leads to specific ad clicks managed through the platform. The platform is used by agencies and in-house performance marketing teams running large-scale paid media programs.

What This Script Does

The Kenshoo/Skai conversion pixel is a JavaScript tag that fires on advertiser goal pages (order confirmations, lead form thank-you pages, account registration completions):

Attribution tracking:

• On ad click, a kw or skai_click_id parameter is appended to the landing page URL by the ad platform
• The Kenshoo tag reads this click ID from the URL and stores it in a first-party cookie (_kenshoo_data, first-party, 30-day expiry) on the advertiser's domain
• On the conversion page, the script reads the stored click ID and fires a conversion beacon to Kenshoo's servers (pixel.kenshoo.com or pixel.skai.io) with the conversion data

Conversion data transmitted:

• Campaign and ad group identifiers
• Click ID for attribution matching
• Conversion value (order total or lead value in configured currency)
• Product IDs or categories (for retail media attribution)
• Transaction ID (for deduplication)

Multi-channel attribution:

• Kenshoo acts as a unified measurement layer across search, social, and retail media channels
• The same conversion pixel can attribute a sale to whichever channel drove the last click, across all channels managed in Kenshoo's platform
• The click attribution window is configurable (typically 7-30 days for clicks, 1 day for view-through)

No behavioral tracking beyond attribution:

• Kenshoo's pixel does not collect behavioral data outside the click-to-conversion attribution window
• It does not build audience profiles or sync data to DSPs for retargeting (that happens via the connected ad platforms themselves)

Consent & Compliance

• Category: Marketing
• GDPR/ePrivacy: Requires explicit opt-in consent. The _kenshoo_data cookie is a persistent tracking cookie storing click attribution data. Under the ePrivacy Directive, this requires prior consent before the script fires. Under GDPR, the data transmission to Kenshoo's servers for attribution constitutes personal data processing for marketing purposes.
• CCPA/CPRA: Conversion tracking and the sharing of click/purchase data with a third-party advertising platform constitutes "sharing" of personal information for cross-context behavioral advertising purposes. Must honor Global Privacy Control (GPC) opt-out signals.
• IAB TCF Purposes: Purpose 1 (Store/access information), Purpose 7 (Measure ad performance), Purpose 8 (Measure content performance) — requires vendor consent under TCF if operating within a CMP framework.
• EU-US transfers: Skai is a US company (San Francisco). EU data transfers rely on Standard Contractual Clauses or the EU-US Data Privacy Framework.

Should You Block This Without Consent?

Yes. Kenshoo/Skai scripts exist for advertising attribution. They set tracking cookies and transmit conversion data to third-party ad servers. Block until the visitor has granted marketing consent.