Zeta Global

Overview

Zeta Global is a data-driven marketing technology company that combines an identity graph, audience intelligence platform, and marketing activation cloud. Its scripts are deployed on advertiser websites to collect behavioral signals, match visitors to Zeta's proprietary identity graph (the "Zeta ID"), and build audiences for programmatic advertising campaigns across Zeta's owned-and-operated media network and third-party inventory sources.

What This Script Does

Zeta Tag

The Zeta tag (tags.zetaglobal.net/zeta.js or site-specific tag variants) loads on page view and performs identity resolution against Zeta's deterministic and probabilistic identity graph. If the visitor has previously interacted with any Zeta client site, the tag attempts to retrieve their Zeta ID from a third-party cookie or via Zeta's server-side lookup.

Identity Resolution

Zeta maintains one of the largest identity graphs in US digital marketing, with over 230 million US consumer profiles. The tag matches the browser visitor against this graph using third-party cookie syncs, hashed email matching (when an email address is available from a form submission), and probabilistic device fingerprinting signals.

Audience Segmentation

Matched visitors are assigned to interest, intent, and demographic segments within Zeta's Data Cloud. These segments are then available for targeting in Zeta-powered advertising campaigns, enabling the advertiser to retarget known visitors across Zeta's network.

Cookies Set

• zId — Third-party persistent cookie on zetaglobal.net. The Zeta Global visitor identifier. Stores the visitor's Zeta ID for cross-site tracking and audience segment assignment. Duration: 1 year.
• zIdSig — Third-party persistent cookie on zetaglobal.net. HMAC signature verifying the integrity of the zId value. Duration: 1 year.
• zIda — Third-party persistent cookie on zetaglobal.net. Stores the Zeta ID's associated audience segment assignments. Duration: 1 year.
• zeta_ssp_sid — Third-party session cookie. Stores the current ad delivery session ID. Duration: session.

Domains Contacted

• tags.zetaglobal.net — Serves the Zeta tag JavaScript library.
• data.zetaglobal.net — Audience data and identity resolution API endpoint.
• sync.zetaglobal.net — Cookie sync endpoint for ID matching with partner DSPs and DMPs.
• ad.zetaglobal.net — Ad serving endpoint when Zeta's media network delivers impressions.

Data Collected Per Interaction

• Page URL and referrer
• Third-party Zeta ID from cross-site tracking
• Hashed email address when available from the host page's data layer
• IP address for geolocation and identity matching
• Browser user-agent, screen resolution, and device characteristics
• Inferred demographic and interest segment assignments from Zeta's graph
• Purchase intent signals from product page visits
• Cookie sync matches with partner advertising platforms

Consent & Compliance

GDPR / ePrivacy: Zeta Global's tag sets third-party cookies and performs cross-site identity resolution for advertising profiling — one of the most consent-sensitive data processing activities under GDPR. The tag accesses Zeta's identity graph containing inferred demographic and behavioral data about individual consumers. Under GDPR Article 9, inferred sensitive attributes could elevate compliance risk. The ePrivacy Directive requires explicit prior consent for third-party tracking cookies. Zeta participates in IAB TCF as a registered vendor.

CCPA / CPRA: Zeta Global operates a large consumer identity graph and shares audience segments with advertising partners. This constitutes both "sale" and "sharing" of personal information under CPRA. Advertisers deploying the Zeta tag must provide a "Do Not Sell or Share My Personal Information" link and honor opt-out signals.

EU-US Data Privacy Framework: Zeta Global is a US company. EU advertisers using Zeta should confirm Zeta's Standard Contractual Clauses and DPA are in place. Given the scale of Zeta's identity graph, EU deployment requires careful review.

IAB TCF Purposes: Purpose 1 (Store and/or access information on a device), Purpose 2 (Use limited data to select advertising), Purpose 3 (Create a personalised ads profile), Purpose 4 (Select personalised ads), Purpose 7 (Measure ad performance), Purpose 9 (Apply market research to generate audience insights).

Should You Block This Without Consent?

Yes. Zeta Global's tag performs cross-site identity resolution and audience profiling using third-party cookies and an extensive consumer identity graph. This is a high-impact marketing and analytics tracking tool that must not fire until the user has explicitly consented to marketing and analytics cookies. Given the scale of Zeta's identity data operations, this is among the higher-risk vendors from a GDPR compliance perspective.