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SpringServe macros are formatted as capital letters within double curly brackets and will be filled in by the adserver when properly implemented in multiple places: endpoint URLs of demand tags, event pixels, and landing page urls for creative asset demand.
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Category | Demand Tag Macros | Supply tag query parameter | Description | Example values | Requirements |
|---|---|---|---|---|---|
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 | ||
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 | |
General | {{CACHEBUSTER}} | cb= | random number to prevent caching | 3708662946268 | |
| General | {{TIMESTAMP}} | unix timestamp | 1589919931 | ||
| General | {{TIMESTAMP_MS}} | unix timestamp w/ milliseconds | 1589919931035 | ||
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 | 1 | position 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) | |
| Player | {{PLACEMENT}} | placement= | placement of video | 1 (In-Stream) 2 (In-Banner) 3 (In-Article) 4 (In-Feed) 5 (Interstitial/Slider/Floating) | see IAB documentation for further details |
| fPlayer | {{SKIPPABLE}} | skip= | player will allow video to be skipped | 0 1 | see IAB documentation for further details |
| Player | {{PRODUCTION_QUALITY}} | prodq= | content quality | 0 (unknown) 1 (Professionally Produced) 2 (Prosumer) 3 (User Generated) | see IAB documentation for further details |
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}} | gdpr_consent= | A consent string passed from various Consent Management Platforms (CMP's). Also accept numeric value for CTV consent. | For all cookie based environments (non-CTV) and if user is from the EU, Springserve expects a consent string in version TCF2.0. For CTV environments we accept 0,/1,2. | Mandatory for all European traffic for GDPR |
GDPR | {{GDPR}} | gdpr= | A flag to indicate user is in the European Union and consent applies | 1 (true, in EU) or 0 (false, non-EU, GDPR does not apply) If not present, callee should do geoIP lookup, and GDPR applies for EU IP addresses | 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 object | 1.0,1!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 brands | Samsung, Apple TV, Vizio | SpringServe 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 seconds | 90 | Optional - 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 | 90000 | This 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 |
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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 | ||
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 | |
General | {{CACHEBUSTER}} | cb= | random number to prevent caching | 3708662946268 | |
| General | {{TIMESTAMP}} | unix timestamp | 1589919931 | ||
| General | {{TIMESTAMP_MS}} | unix timestamp w/ milliseconds | 1589919931035 | ||
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 | 1 | position 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 object | 1.0,1!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 brands | Samsung, Apple TV, Vizio | SpringServe 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 seconds | 90 | Optional - 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 | 90000 | This 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 |
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