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Because every website has its own content and structure it is important to customize the DMP On-Site Pixel according to your client needs. The Custom Data feature enables you to capture relevant elements from a specific website/webpage that are available from the source code or even from user-generated content and send it to the DMP in real-time. This enables you to store highly relevant data attributes that can be used to create advanced Custom Audiences. This feature return the text (content) of an HTML element, the SCR attribute it it is an image, the value if it is an input and the content attribute in case it is a meta tag.


titleError Prone

Please note that any changes applied to the source code of the website may result in an invalid configuration of the CSS path. Therefore, it is advised to use static and unique IDs that represents represent the class of the variable rather than a descriptional CSS path.


  • How to test if the CSS path is right?
    You can verify if the specified CSS path will return the appropriate value by open your browser developer console and run the following JavaScript code: alert($('CSS_path').text());

  • How will the custom data be reflected and stored in the DMP?
    The key for the custom data attribute as well as the value will automatically be translated into JSON format and stored in the external_data attribute as part of the DMP's log format. Hereafter, the custom data attributes can be parsed into seperate attributes and enabled for the various DMP features. This process is described further down this wiki entry. The example below shows a key:value pair as stored in the raw data.

    Code Block
    	"top_level_cat": "Lager"


Once collected and stored in the DMP, the custom data attributes can be enabled for reporting and/or audience building purposes. The DMP has a feature that provides end-users the ability to manage the enablement of the relevant custom data attributes for the Custom Audience feature and Report Central feature from within the user interface. This feature is called the 'Custom Data' scanner and described below. In addition, an API service can be leveraged to programatically programmatically take care of this.

Custom Data


  • Can you specify whether the custom data attribute should be a dimension or measure? In other words, is the data type configurable?
    No, at the moment all enabled custom data attributes will become available as dimensions, it's not possible to change them into measures yet.
  • Under which category does the custom data attibute fall in the Custom Audience feature?
    All enabled custom data attributes will be part of the 'Custom' category in the Custom Audience feature. It's not possible yet to select or create another category.
  • Does the overview of the Custom Data scanner only contains attributes that are manually be configured by the implementation specialist?
    No, it will also include custom data attributes originating from the various On-Site Pixel modules that are enabled for the DMP account. Read the Capture User Attributes491607 wiki entry for more information.