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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

0.0370848933708662946268


General{{TIMESTAMP}} 
unix timestamp1589919931
General{{TIMESTAMP_MS}}
unix timestamp w/ milliseconds1589919931035

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

1position of the ad relative to other ads on the page. ex. 1 for first, 2 for second etc

Player

{{MUTE}}

mute=

is player muted

1 (muted)
0 (not muted)

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

1234

Media

{{CONTENT_ID}}

cid=

content id

12345

Media

{{ENCODED_VIDEO_TITLE}}

vt=

encoded video title

my%20video%20content

Media

{{VIDEO_ID}}

vid=

video id

12345

Media

{{VIDEO_URL}}

v_url

encoded video url

https%3A%2F%2Fmy_video_content.mp4

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 (true, consenting) or 0 (false, non-consenting)

Mandatory for all European traffic for GDPR

CCPA{{US_PRIVACY}}us_privacy=A mandatory string for all publishers in which they must pass the privacy consent for users from California
Mandatory for all traffic from California

COPPA

{{COPPA}}

coppa=

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

1 (true) or 0 (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-domain.com

Detected

{{DETECTED_URL}}


url as detected by SpringServe

https://detected-domain.com

Detected

{{DETECTED_ENCODED_URL}}


encoded url as detected by SpringServe

https%3A%2F%2Fdetected-domain.com

Detected

{{DETECTED_DOUBLE_ENCODED_URL}}


double encoded url as detected by SpringServe

https%253A%252F%252Fdetected-domain.com

Detected

{{DETECTED_HEIGHT}}


height as detected by SpringServe

200

Detected

{{DETECTED_WIDTH}}


width as detected by SpringServe

300

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 {{SCHAIN}}schain=supply chain object1.0,1!exchange1.com,1234,1,,,!exchange2.com,abcd,1,,,Pass through macro. Similar to pay_id/pchain, SpringServe will add any schain nodes passed in the supply tag url to the schain object in the OpenRTB bid request.

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

12345
CTV

{{DEVICE_BRAND_NAME}}

brand_name=Connected TV brandsSamsung, Apple TV, VizioSpringServe will detect if macro is excluded from exported supply tag.
CTV Ad pod{{CREATIVE_DURATION_MILLIS}}
Used as a demand tag macro.  Will multiply CREATIVE_DURATION by 1000 
This is for demand tags that require duration in milliseconds instead of seconds
CTV Ad Pod{{CREATIVE_DURATION}}
Used as a demand tag macro.  Duration of the mediafile. 00:00:07
CTV Ad Pod{{POD_MAX_DUR}}pod_max_dur=Used to set the maximum duration of an ad pod in seconds90Optional - if blank, the default duration is 300 seconds. Could also use the UI to create custom settings
CTV Ad Pod{{POD_MAX_DUR_MILLIS}}
Used as a demand tag macro.  Will multiply pod_max_dur by 1000 90000This is for demand tags that require duration in milliseconds instead of seconds
CTV Ad Pod{{POD_AD_SLOTS}}pod_ad_slots=used to set the minimum and maximum number of ads in a pod. Could also set the maximum and minimum

To set a maximum number of ad slots without max/min: 

6 <- will return 6 ads if there are 6 ads available to fill

To set a maximum number of ad slots WITH a max/min: 

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- if blank, we will return as many ads as can fill the pod_max_dur. Could also use the UI to create custom settings
Content{{CONTENT_ID}}content_id=id for "content" object for PC and SSHB bid requests (see OpenRTB 2.5)24!vch192b7
Content{{CONTENT_EPISODE}} content_episode=episode for "content" object for PC and SSHB bid requests (see OpenRTB 2.5)11
Content{{CONTENT_TITLE}}content_title=title for "content" object for PC and SSHB bid requests (see OpenRTB 2.5)A%20New%20Hope
Content{{CONTENT_SERIES}}content_series= series for "content" object for PC and SSHB bid requests (see OpenRTB 2.5)The%20Office
Content{{CONTENT_SEASON}}content_season=season for "content" object for PC and SSHB bid requests (see OpenRTB 2.5)5
Content{{CONTENT_GENRE}}content_genre=genre for "content" object for PC and SSHB bid requests (see OpenRTB 2.5)Comedy

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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