First-party data and the site tag
A client’s own data reaches Moonbrush three ways: files the client uploads, the Moonbrush site tag on the client’s website, and results the client sends back. Each is scoped to the client’s organization and never pooled with another client’s data.
A client can upload a list of people to match and score, a suppression list, or a results file. Files are matched deterministically. See Matching and Package and file formats.
The site tag
Section titled “The site tag”The tag is a small script on the client’s website. It records page views and, when a visitor types an email into a form, hashes the email in the visitor’s browser and sends only the hash.
What the tag reads:
- the page address, title and referrer;
- the email field of a form, hashed in the browser before anything is sent;
- whether the form system accepted or refused the submission, and any refusal text it shows.
What the tag never reads: any other form field, page content or anything typed outside the email field.
The collection server refuses any event that carries a raw email address. An ad-platform link parameter that would carry a user ID is refused and logged as a setup fault.
Collection profiles
Section titled “Collection profiles”Each client has a collection profile that decides what the tag stores. The profile is enforced at the collection server, whatever a tag sends, and the install guide for each client is generated from that client’s profile, so the promise and the collection cannot disagree.
The strictest profile stores only:
- page address, title and referrer;
- the hashed email;
- a random browser ID;
- consent stamps.
Consent travels with every event
Section titled “Consent travels with every event”Every stored event carries the browser’s Global Privacy Control signal and a consent state.
- An identified person whose browser sent Global Privacy Control is suppressed from every list.
- The tag itself does not decide consent. The client’s consent banner or tag manager does, and the tag records what it was told.
See Privacy and permitted use.
Results coming back
Section titled “Results coming back”Results return by the site tag, by an uploaded results file, or by a signed push from the client’s own system. A scheduled file pickup can be set up on request. See Results returning.