Google Analytics and Google Tag Manager
GA and GTM identifiers can be set per creative, so traffic is attributed at creative level rather than lumped together.
Use {TRAFFIC_SOURCE} in your UTM parameters — it carries the publisher domain, is analytics-safe and is never empty, which avoids the "(not set)" problem that makes source reporting useless.
A worked UTM example
?utm_source={TRAFFIC_SOURCE}&utm_medium=cpc&utm_campaign={CAMPAIGN}&utm_content={BANNER}
Pre-landing behaviour
Pre-landing behaviour is configurable by supply partner, so you can match what each source expects rather than applying one setting everywhere.
Tracking efficiency
Tracking pixel scanning frequency is optimized to reduce unnecessary requests while maintaining measurement coverage — measurement doesn't come at the cost of page performance.
Adobe Analytics is supported, as are the attribution platforms in the The App Marketplace.
Related: Tracking macros · Third-party tracker integrations