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Category

Demand Tag Macros

Supply tag query parameter

Description

Example values

Notes

General

{{WIDTH}}

w=

player width

300


General

{{HEIGHT}}

h=

player height

250


Player

{{SIZE}}

size=

size of player; for use for SpotX only

S

Size is parsed into dimensions that are passed to demand tags.

General

{{DOMAIN}}

url=

page domain

weather.com


General

{{URL}}

url=

page url

http://www.weather.com/weather/radar/interactive/l/1037891:5:US

This passes the full page url on the demand tag

General

{{ENCODED_URL}}

url=

encoded page url

http%3A%2F%2Fwww.weather.com%2Fweather%2Fradar

%2Finteractive%2Fl%2F1037891%3A5%3AUS


General

{{DOUBLE_ENCODED_URL}}

url=

double encoded page url

http%253A%252F%252Fwww.weather.com%252Fweather
%252Fradar%252Finteractive%252Fl%252F1037891
%253A5%253AUS


General

{{CACHEBUSTER}}

cb=

random number to prevent caching

0.037084893


Mobile

{{IP}}

ip=

user ip address

52.52.52.52

IP address is used for geo targeting. SpringServe will detect if macro is excluded from exported supply tag.

Mobile

{{USER_AGENT}}

ua=

user agent string

Mozilla/5.0 (iPhone; CPU iPhone OS 6_0 like Mac OS X)

AppleWebKit/536.26 (KHTML, like Gecko)

Version/6.0 Mobile/10A5376e Safari/8536.25

user agent used for device and operating system. SpringServe will detect if macro is excluded from exported supply tag.

Mobile

{{LAT}}

lat=

user latitude

33.543682


Mobile

{{LON}}

lon=

user longitude

-86.779633


Mobile

{{DNT}}

dnt=

do not track

0 or 1

dnt 1 = true and is essentially an opt out of advertisements

Player

{{DESCRIPTION}}

desc=

video description



Player

{{IAB_CATEGORY}}

ic=

IAB Category ID of site content

IAB19


Player

{{DURATION}}

dur=

video duration length in seconds

15


Player

{{MINIMUM_DURATION}}

min_dur=

minimum duration in seconds

5


Player

{{MAXIMUM_DURATION}}

max_dur=

maximum duration

30


Player

{{AUTOPLAY}}

ap=

1 if player set to autoplay, 0 if not

0 or 1


Player

{{AD_POSITION}}

ad_pos=

position of ad



Player

{{MUTE}}

mute=

mute or volume



General

{{DEVICE_MAKE}}

device_make=

A device Make

Samsung, Apple


General

{{DEVICE_MODEL}}

device_model=

A devices Model

Galaxy, F8332


General

{{OPERATING_SYSTEM}}


Operating System

IOS, Android, Linux, Windows, etc.


General

{{OPERATING_SYSTEM_VERSION}}


Version of Operating System

70.0.3538.110


General

{{ISP}}


Internet service provider

comcast


Mobile/CTV

{{APP_BUNDLE}}

app_bundle=

app bundle

591560124, com.pic.photoeditor


Mobile/CTV

{{APP_NAME}}

app_name=

app name

photoeditor


Mobile/CTV

{{APP_STORE_URL}}

app_store_url=

app store URL

https://play.google.com/store/apps/details?id=com.pic.photoeditor&hl=en_US


Mobile/CTV

{{DEVICE_ID}}

did=

user device id for all device types

437825ef-a4a6-4575-8b70-81630c6d76e5


Event

{{AUCTION_ID}}


auction id

b1b1501f-6bf6-43e6-8199-9b514a765848


Event

{{PRICEPAID}}

pp=

price paid

10

For use on dynamically-priced supply

Event

{{BID_PRICE}}


header bidding bid price

10.5

Only for use on impression pixels

Media

{{KEYWORDS}}

kwds=

keywords



Media

{{MEDIA_ID}}

mid=

media id



Media

{{CONTENT_ID}}

cid=

content id



Media

{{ENCODED_VIDEO_TITLE}}

vt=

encoded video title



Media

{{VIDEO_ID}}

vid=

video id



Media

{{VIDEO_URL}}

v_url

encoded video url



GDPR

{{CONSENT}}

consent=

A consent string passed from various Consent Management Platforms (CMP's)

TBD

Mandatory for all European traffic for GDPR

GDPR

{{GDPR}}

gdpr=

A flag for European Union traffic consenting to advertising

1,0

Mandatory for all European traffic for GDPR

COPPA

{{COPPA}}

coppa=

A flag indicating traffic that is subject to the Children's Online Privacy Protection Act of the United States

1,0

true, false

This is a pass through macro that must be set by the supply partner on the top-level supply tag

Visibility

{{MOAT_VIEW_BINARY}}


moat viewability

1 (visible), 0 (not visible), -1 (unknown)

for use with TbV tags. Based on historical Moat data.

Visibility

{{IS_VISIBLE}}


is visible

1 (visible), 0 (not visible), -1 (unknown)

for use with TbV tags. Detects visibility in real-time.

Detected

{{DETECTED_DOMAIN}}


domain as detected by SpringServe



Detected

{{DETECTED_URL}}


url as detected by SpringServe



Detected

{{DETECTED_ENCODED_URL}}


encoded url as detected by SpringServe



Detected

{{DETECTED_DOUBLE_ENCODED_URL}}


double encoded url as detected by SpringServe



Detected

{{DETECTED_HEIGHT}}


height as detected by SpringServe



Detected

{{DETECTED_WIDTH}}


width as detected by SpringServe



Other

{{PAY_ID}}

payid=

payment id chain

XYZ01234:ABCD56789

Pass through macro. In OpenRTB bid requests, SpringServe will construct a payment chain which will also include this value if passed in the payid= param.

Other

{{SS_USER_ID}}


SS specific user ID

3319d5bb-341b-4453-b452-776487657843


Other

{{SUPPLY_TAG_ID}}


supply_tag_id

12345


Other

{{DEMAND_TAG_ID}}


demand tag id

65432


Other

{{ZONE_ID}}

zid=

zone id



CTV Ad Pod{{POD_MAX_DUR}}pod_max_dur=Used to set the maximum duration of an ad pod in secondsEx: 90Optional, could also use the UI to create custom settings
CTV Ad Pod{{POD_AD_SLOTS}}pod_ad_slots=used to set the minimum and maximum number of ads and the maximum and minimum

10-45,15-30,1-15 ← this is an example of an ad pod with 3 ad slots.

Slot 1: minimum 10 seconds, maximum 45

Slot 2: minimum 15 seconds, maximum 30

Slot 3: minimum 1 seconds, maximum 15

Optional, could also use the UI to create custom settings

Passthrough Macros

If your demand partners require macros that are not supported by SpringServe, you can use passthrough macros. Passthrough macros simply look for the matching query string parameter in the ad request and fill in the value with what follows the equals sign.

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