> For the complete documentation index, see [llms.txt](https://docs.privateadserver.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.privateadserver.com/supply/channels/macros.md).

# 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.