Macros are dynamic placeholders within a URL, such as a pixel tracker or click URL, that automatically populates with specific values when an ad is served. They allow for real-time data insertion, such as campaign IDs, publisher names, or user device information, enabling precise tracking and reporting. When the ad delivers, an event happens, or a user interacts with the ad, the implemented macro is replaced by the actual value.
AdLib macros must be embedded (e.g., [CAMPAIGN_ID]) into the URL's query parameters and should always be placed between squared brackets [].
For example, a URL might look like: example.com/?campaign=[CAMPAING_ID]&publisher=[DOMAIN]
Important:
When using 3rd party display creatives (ad tags), it's mandatory to implement the click macro ([CLICK_URL] or [CLICK_URL_ESC]) on the ad tag for clicks to be properly tracked in all platforms. Not including it won't affect the click-through or the creative to be displayed, but it will result in 0 clicks registered in AdLib.
The ad server must provide orientation regarding the correct macro and position on the tag for it to be implemented.
For example, on Google <ins> tag:
<ins class='dcmads' style='display:inline-block;width:160px;height:600px'
data-dcm-placement='N7051.150331.MPI/B32869015.418406739'
data-dcm-rendering-mode='iframe'
data-dcm-https-only
data-dcm-ltd='false'
data-dcm-click-tracker='[CLICK_URL]'
data-dcm-resettable-device-id=''
data-dcm-app-id=''>
<script src='https://www.googletagservices.com/dcm/dcmads.js'></script>
</ins>
AdLib Macro | AdLib Definition |
[CLICK_URL] | Click macro to be applied on the 3rd party ad tag |
[CLICK_URL_ESC] | Escaped click macro to be applied on the 3rd party ad tag |
[CACHEBUSTER] | Cachebuster use - replaced it by a random number to avoid cache in browsers/servers |
[AUCTION_ID] | Unique ID for every events associated with the bid request |
[TIMESTAMP] | Timestamp of the bid time |
[BIDREQ] | Ad-request ID provided by exchanges |
[CONTEXTUAL] | Intersection (overlap) of ID between the contextual segments in the bid request and the contextual segments targeted by the strategy. |
[CAMPAIGN_ID] | Campaign ID |
[CAMPAIGN_NAME] | Campaign Name |
[ADVERTISER_ID] | Advertiser ID |
[ADVERTISER_NAME] | Advertiser Name |
[CREATIVE_ID] | Creative ID |
[CREATIVE_NAME] | Creative Name |
[CREATIVE_TYPE] | Creative Type |
[WIDTH] | Creative width |
[HEIGHT] | Creative height |
[SEGMENT] | Will pass the ID of targeted segments of the current (selected) strategy. |
[DEVICE_MAKE] | The device make that the ad was served on |
[DEVICE_MODEL] | The device model that the ad was served on |
[DEVICE_TYPE] | The type of device the impression was served on. |
[PLATFORM_OS] | Operating system of the device the ad was served on |
[PLATFORM_OS_VERSION] | The version of the operation system of the device the ad was served on |
[PLATFORM_CARRIER] | Mobile carrier of the device the ad was served on |
[LANGUAGE] | Device language |
[SKAN_VERSION] | SKAdnetwork version |
[SKAN_CAMPAIGN_ID] | SKAdnetwork campaign ID |
[PAGE] | The full URL of the page the ad was served on |
[DOMAIN] | Domain the impression was served on |
[SITE_ID] | Site ID that the impression was served on |
[SITE_NAME] | Site Name that the impression was served on |
[APP_BUNDLE] | Mobile application bundle the impression was served on |
[APP_NAME] | Mobile application name the impression was served on |
[APP_STORE_URL] | URL the mobile application on the app store |
[PUBLISHER_ID] | Publisher ID for the impression reported by the exchange. |
[INVENTORY_SOURCE] | Exchange inventory source |
[COUNTRY_CODE] | Two-character country code of the device/user. |
[LAT] | The latitude of the device/user |
[LONG] | The longitude of the device/user |
[METRO_CODE] | The metro code of the device/user. Metro code is the OpenRTB equivalent of DMA. |
[ZIP_CODE] | The zip code of the device/user. |
[CITY_CODE] | The city of the device/user, using United Nations Code for Trade and Transport locations, as defined in the oRTB spec for the geo.city object. |
[REGION] | The state/region of the device/user. In the US, this is the state code |
[GDPR_CONSENT_STRING] | The consent string on the bid request used for GDPR compliance. |
[IS_GDPR] | Whether the auction is subject to GDPR. |
[IS_GDPR_CONSENTED] | Whether the auction is regulated by GDPR AND the customer has been granted consent by the end user |
[US_PRIVACY_STRING] | The US Privacy String on the bid request used for CCPA compliance. |
[IS_COPPA] | Whether the auction is subject to COPPA |
[USER_ID] | Device ID for mobile / Cookie for desktop |
[USER_ID_SHA1] | Device ID for mobile, hashed |
[USER_AGENT] | Device user agent |
[USER_AGENT_ESC] | Device user agent escaped |
[IP_ADDRESS] | IPv4 address |
[IP_ADDRESS_IPV6] | IPv6 address |
[IP_ADDRESS_ESC] | IPv4 address URL escaped |
[ANDROID_ID] | Android device id |
[IOS_ID] | Apple device iD |
Related Articles: Adding Creative or Ad Tags
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