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Classic Campaign Creative Macros

Background

A macro is effectively a placeholder within a tag where values will be automatically inserted by the platform.

A common example of a macro is the cache buster macro, where a random number is inserted into the ad tag at the time the ad tag is called, to ensure tags are not cached by the browser.

Considerations on Improve Digital

  • Macros are always enclosed in braces and should always be uppercase, e.g.
    {CLICK_URL}
  • The platform inserts impression and click macros automatically in the correct spaces for campaign creatives from the following vendors: Adform; DV360; MediaMind.
  • Creatives from other vendors should macros to be added manually. If you are unsure where to place a macro, read 'Click Tracking on Third Party Tags' or contact your creative tag vendor.
  • Clicks are automatically tracked for creative files hosted in Improve Digital.

Available Macros

The following macros can be inserted into creative tags booked. In some cases the macro should be placed after a specific parameter in the tag, allowing a platform to process the inserted values; this location is specified by the vendor themselves.

Description Definitions

Vendoring
Improve Digital provides the possibility to connect your viewability or analytics vendor code to served impressions. The macros indicated for vendoring show what data can be shared with vendors.
Creative content
Applies to any tags hosted in Improve Digital campaigns.

 

Macro Description Availability*
ADVERTISER_ID The advertiser id Creative content of all types except for TextVideo and Composite. Vendoring.
AUCTION_AD_ID The adid of the won bid Content of RTB creatives, nurl.
AUCTION_BID_ID The id of the won bid Content of RTB creatives, nurl.
AUCTION_ID The impression id Content of RTB creatives, nurl.
AUCTION_IMP_ID The impid of the won bid Content of RTB creatives, nurl.
AUCTION_PRICE Auction price Content of RTB creatives, nurl.
AUCTION_PRICE:B64 Encrypted auction price Content of RTB creatives, nurl.
AUCTION_PRICE:GPD GPD encrypted auction price Content of RTB creatives.
AUCTION_SEAT_ID The seat id Content of RTB creatives, nurl.
BUNDLE Set to the value of GET parameter bundle. If the parameter is not specified, the macro is not expanded. Creative content of all types. Vendoring.
CACHEBUSTER A random float value Creative content of all types. Vendoring.
CALLBACK Callback URL of vendor Vendoring content for video.
CAMPAIGN_ID The campaign id Creative content of all types except for TextVideo and Composite. Vendoring.
CARRIER   Creative content on mobile traffic.
CLICK_URL is replaced by the click url defined in the creative settings Creative content of all types
CLICK_URL_ENC if the click url is encoded this macro should be used instead Creative content of all types
COOKIES_ALLOWED Indicates whether cookies are allowed under the current request or not. Set to 1 if cookies are allowed, otherwise set to 0. Creative content of all types
CREATIVE_ID The creative id Creative content of all types except for TextVideo and Composite
DENSITY   Creative content on mobile traffic
GDPR Will be replaced with the value received or interpreted in the ad request Creative content of all types
GDPR_CONSENT_XXX Will be replaced by the TCF consent string - 'XXX' should be changed by the user to be the IAB vendor ID of the vendor receiving the request (this is not mandatory) Creative content of all types
HEIGHT The height of the won creative Creative content of all types except for TextVideo and Composite. Vendoring.
IMPRESSION_ID Used as a cache buster - this inserts the unique impression identified from the 360 Polaris auction into the tag. Creative content of all types. Vendoring content. 
LATITUDE The latitude determined based on the user IP Creative content on mobile traffic
LINEITEM_ID The line item id Creative content of all types except for TextVideo and Composite. Vendoring.
LONGITUDE The longitude determined based on the user IP Creative content on mobile traffic
PLACEMENT_ID The placement id Creative content of all types. Vendoring.
PROTOCOL The http protocol that is being used under the current request, can be 'http' or 'https', and should be implemented as: {PROTOCOL}://ad.360yield.com/adi?w=468&h=60&p=49 Creative content of all types. Vendoring.
PSID   Creative content on mobile traffic
PUB_USER_ID The UUID of the current user Redirection URL on /match and /server_match handlers
PUBLISHER_ID The publisher id Creative content of all types. Vendoring.
PUBLISHER_NAME The publisher name Creative content of all types. Vendoring.
PUBLISHER_NAME_ENC The publisher name with URI escaping applied Creative content of all types
QS_% Dynamic macros, any GET param except the reserved ones (Query Parameters List). Additional strings can be added to 360 Polaris tags as a parameter using the 'QS_' (query string) macro. The tag parameter can be in any case, however lowercase as a standard keeps the setup tidy. For example: auction_metric={QS_ANY_VALUE}. The 360 tag parameter does not have the 'QS' part, this is only in the creative tag itself. Creative content of all types
QS_W width specified in the ad request Creative content of all types
QS_H height specified in the ad request Creative content of all types
QS_P ID of the 360 Polaris placement tag Creative content of all types
QS_PLACEMENT The placement key specified as imp.pkey on DynTag or HB requests, or placement_key in tags. Creative content of all types
RAW_GDPR The raw GDPR value. This is deprecated but still functioning- use {GDPR} and {GDPR_CONSENT} instead. Creative content of all types
REFERRER_DOMAIN The referrer domain of the current request. Only the root domain of page referrer. Creative content of all types. Vendoring.
REFERRER_PATH The full page referrer  
RTB_ADVERTISER BidResponse.seatbid.bid.ext.advertiser, otherwise the first item of BidResponse.seatbid.bid.adomian Vendoring.
SITE_ID The site id Creative content of all types. Vendoring.
SITE_NAME The site name Creative content of all types
SITE_NAME_ENC The site name with URI escaping applied Creative content of all types
UD_ID Device id Creative content on mobile traffic
USER_AGENT The User-Agent of the current request Creative content on mobile traffic, Vendoring.
VENDOR_ACCOUNT The account of vendor Vendoring.
WIDTH The width of the won creative Creative content of all types except for TextVideo and Composite. Vendoring.
ZONE_ID The zone ID corresponded to placement Creative content of all types. Vendoring.

 

Macro examples

The Improve Digital placement tag contains the following when called from the ad server or page:

<script type="text/javascript">
document.write('<scr'+'ipt type="text/javascript" 
src="http://ad.360yield.com/adj?p=123456&w=300&h=250&
passback=hull123&weather_today=sunny
</script>

The campaign creative in the platform can be setup containing the following macros:

<script src=”http://adcreativeventor.com/tag?id=6832&
size={QS_W}x{QS_H}&improve_id={QS_P}&page={QS_PASSBACK}
&weather={QS_WEATHER_TODAY}”</script>

When the third party receives the ad call, the macros will autofill the values as pulled from the initial Improve Digital tag call, as follows:

<script src=”http://adcreativeventor.com/tag?id=123456&
size=300x250&improve-id=123456&page=hull123&
weather=sunny”</script>
{QS_W}
will expand to 300
{QS_H}
will expand to 250
{QS_P}
will expand to the placement ID: 123456
{QS_PASSBACK}
will expand to hull123
{QS_WEATHER_TODAY}
will expand to sunny

Other QS_ macros will expand to empty strings as there is no parameter defined in the initial ad call. If multiple query string parameters are named the same, the last occurrence is used, for the following example, the platform will only read 'hot':

http://ad.360yield.com/adj?p=123456&w=468&h=60&
weather_today=sunny&weather_today=hot