Macros

Overview

Macros are placeholders in ad tags that are dynamically replaced with specific values when an ad is served. They play a crucial role in ad targeting, tracking, and personalization. Below is a table of common macros used in ad serving, along with their URL macro examples and short descriptions.

Macros Table

Macro	URL Macro Example	Description
[CHANNEL]	url?channel=[CHANNEL]	Represents the channel through which the ad is being served.
[TAG]	url?tag=[TAG]	Placeholder for the ad tag identifier.
[ADVERTISER]	url?advertiser=[ADVERTISER]	Identifier for the advertiser of the ad.
[PUBLISHER]	url?publisher=[PUBLISHER]	Refers to the publisher of the ad content.
[UA]	url?ua=[UA]	Short for User Agent, indicating the user's browser details.
[USER_AGENT]	url?user_agent=[USER_AGENT]	Another form of User Agent macro.
[WIDTH]	url?width=[WIDTH]	The width of the ad placement area.
[HEIGHT]	url?height=[HEIGHT]	The height of the ad placement area.
[OS]	url?os=[OS]	Operating System of the user's device.
[OS_VERSION]	url?os_version=[OS_VERSION]	Version of the Operating System.
[COUNTRY]	url?country=[COUNTRY]	User's country, useful for geographic targeting.
[REGION]	url?region=[REGION]	Specific region within the user's country.
[METRO]	url?metro=[METRO]	Metropolitan area of the user, if applicable.
[CITY]	url?city=[CITY]	City of the user.
[LAT]	url?lat=[LAT]	Latitude coordinate for geolocation targeting.
[LON]	url?lon=[LON]	Longitude coordinate for geolocation targeting.
[ZIP]	url?zip=[ZIP]	Postal or ZIP code of the user.
[ACCURACY]	url?accuracy=[ACCURACY]	Geolocation accuracy level.
[CB]	url?cb=[CB]	Cachebuster to prevent caching of the ad.
[CACHEBUSTER]	url?cachebuster=[CACHEBUSTER]	Another form of Cachebuster macro.
[BROWSER]	url?browser=[BROWSER]	The web browser used by the user.
[DOMAIN]	url?domain=[DOMAIN]	The domain where the ad is being served.
[BUNDLE]	url?bundle=[BUNDLE]	App bundle identifier, typically for mobile apps.
[APP_BUNDLE_ID]	url?app_bundle_id=[APP_BUNDLE_ID]	Another form of app bundle identifier.
[IP]	url?ip=[IP]	IP address of the user's device.
[IP_ADDRESS]	url?ip_address=[IP_ADDRESS]	Another form of IP address macro.
[IDFA]	url?idfa=[IDFA]	Identifier for Advertisers for iOS devices.
[DEVICE_ID]	url?device_id=[DEVICE_ID]	Unique device identifier.
[DEVICE]	url?device=[DEVICE]	Generic device identifier macro.
[ADVID]	url?advid=[ADVID]	Advertiser ID, similar to IDFA but more general.
[APP_STORE_URL]	url?app_store_url=[APP_STORE_URL]	URL of the app on the app store.
[APP_NAME]	url?app_name=[APP_NAME]	Name of the application where the ad is served.
[GDPR]	url?gdpr=[GDPR]	GDPR compliance status.
[GDPR_CONSENT]	url?gdpr_consent=[GDPR_CONSENT]	User's consent under GDPR.
[US_PRIVACY]	url?us_privacy=[US_PRIVACY]	Compliance with US privacy regulations.
[USER_ID]	url?user_id=[USER_ID]	Unique identifier for the user.
[SCHAIN]	url?schain=[SCHAIN]	Supply chain object for the ad, as per OpenRTB specifications.
[FULL_DOMAIN]	url?full_domain=[FULL_DOMAIN]	Full page URL including schema.
[CONTENT_GENRE]	url?content_genre=[CONTENT_GENRE]	Content genre will be included inside the Content object

Usage

These macros are used in ad tag URLs and are automatically replaced with relevant values when an ad is requested or served. This dynamic substitution allows for real-time customization and enhanced tracking, crucial for effective ad targeting and analytics.