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  • In order for a field to be passed to a demand tag it must be implemented on the supply tag. 
  • All macros and query string params listed below are restricted values for Key Value targeting.

Category

Demand Tag Macros

Supply tag query parameter

OpenRTB parameter

Description

Example values

Requirements

General

{{WIDTH}}

w=

imp.video.w

player width

300


General

{{HEIGHT}}

h=

imp.video.h

player height

250


Player

{{SIZE}}

size=

n/a

size of player; for use for SpotX only

S

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

General

{{DOMAIN}}

url=

site.domain

or app.domain

page domain

weather.com


General

{{URL}}

url=

site.page

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=

site.page

encoded page url

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

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


General

{{DOUBLE_ENCODED_URL}}

url=

site.page

double encoded page url

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


General

{{CACHEBUSTER}}

cb=

n/a

random number to prevent caching

3708662946268


General{{TIMESTAMP}} 
n/aunix timestamp1589919931
General{{TIMESTAMP_MS}}
n/aunix timestamp w/ milliseconds1589919931035

Mobile

{{IP}}

ip=

device.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
device.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=

device.geo.lat

user latitude

33.543682


Mobile

{{LON}}

lon=

device.geo.lon

user longitude

-86.779633


Mobile

{{DNT}}

dnt=

device.dnt

do not track

0 or 1

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

Player

{{DESCRIPTION}}

desc=

n/a

video description



Player

{{IAB_CATEGORY}}

ic=

site.cat or app.cat

IAB Category ID of site content

IAB19


Player

{{DURATION}}

dur=

n/a

video duration length in seconds

15


Player

{{MINIMUM_DURATION}}

min_dur=

imp.video.minduration

minimum duration in seconds

5


Player

{{MAXIMUM_DURATION}}

max_dur=

imp.video.maxduration

maximum duration

30


Player

{{AUTOPLAY}}

ap=

n/a

1 if player set to autoplay, 0 if not

0 or 1


Player

{{AD_POSITION}}

ad_pos=

imp.video.startdelay

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=

n/a

is player muted

1 (muted)
0 (not muted)

Player{{PLACEMENT}}placement=imp.video.placementplacement 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=imp.video.skipplayer will allow video to be skipped

0

see IAB documentation for further details
Player{{PRODUCTION_QUALITY}}prodq=app.content.prodq or site.content.prodqcontent quality

0 (unknown)

1 (Professionally Produced)

2 (Prosumer)

3 (User Generated)

see IAB documentation for further details

General

{{DEVICE_MAKE}}

device_make=

device.make

A device Make

Samsung, Apple


General

{{DEVICE_MODEL}}

device_model=

device.model

A devices Model

Galaxy, F8332


General

{{OPERATING_SYSTEM}}


device.os

Operating System

IOS, Android, Linux, Windows, etc.


General

{{OPERATING_SYSTEM_VERSION}}


device.osv

Version of Operating System

70.0.3538.110


General

{{ISP}}


device.carrier

Internet service provider

comcast

Mobile/CTV

General{{
APP
INV_PARTNER_
BUNDLE
DOMAIN}}inv_partner_domainapp.ext.inventorypartnerdomain or site.ext.inventorypartnerdomainWhen a site or an app contains
ad inventory that is owned by
another partner - the app or site
should list all domains for those
partners via this directive.
programmerA.com

Mobile/CTV

{{APP_BUNDLE}}

app_bundle=

app.bundle

app bundle

591560124, com.pic.photoeditor


Mobile/CTV

{{APP_NAME}}

app_name=

app.name

app name

photoeditor


Mobile/CTV

{{APP_STORE_URL}}

app_store_url=

app.storeurl

app store URL

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


Mobile/CTV

{{DEVICE_ID}}

did=

device.ifa

user device id for all device types

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


Event

{{AUCTION_ID}}


bidrequest.id

auction id

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


Event

{{PRICEPAID}}

pp=

n/a

price paid

10

For use on dynamically-priced supply

Event

{{BID_PRICE}}


n/a

header bidding bid price

10.5

Only for use on impression pixels

Media

{{KEYWORDS}}

kwds=

n/a

keywords



Media

{{MEDIA_ID}}

mid=

n/a

media id

1234

Media

{{CONTENT_ID}}

cid=

app.content.id or site.content.id

content id

12345

Media

{{ENCODED_VIDEO_TITLE}}

vt=

n/a

encoded video title

my%20video%20content

Media

{{VIDEO_ID}}

vid

=

=

n/a

video id

12345

Media

{{VIDEO_URL}}

v_url

n/a

encoded video url

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

GDPR

{{CONSENT}}

gdpr_consent=

user.ext.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.

Mandatory for all European traffic for GDPR

GDPR

{{GDPR}}

gdpr=

regs.ext.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=regs.ext.us_privacyA 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=

regs.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}}


n/a

moat viewability

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

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

Visibility

{{IS_VISIBLE}}


n/a

is visible

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

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

Detected

{{DETECTED_DOMAIN}}


n/a

domain as detected by SpringServe

detected-domain.com

Detected

{{DETECTED_URL}}


n/a

url as detected by SpringServe

https://detected-domain.com

Detected

{{DETECTED_ENCODED_URL}}


n/a

encoded url as detected by SpringServe

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

Detected

{{DETECTED_DOUBLE_ENCODED_URL}}


n/a

double encoded url as detected by SpringServe

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

Detected

{{DETECTED_HEIGHT}}

}


n/a

height as detected by SpringServe

200

Detected

{{DETECTED_WIDTH}}


n/a

width as detected by SpringServe

300

Other

{{PAY_ID}}

payid=

source.pchain

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=source.ext.schainsupply 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}}


user.buyeruid

SS specific user ID

3319d5bb-341b-4453-b452-776487657843


Other

{{SUPPLY_TAG_ID}}


imp.tagid (on the /bid endpoint)

supply_tag_id

12345


Other

{{DEMAND_TAG_ID}}


n/a

demand tag id

65432


Other

{{ZONE_ID}}

zid=

n/a

zone id

12345
CTV

{{DEVICE_BRAND_NAME}}

brand_name=n/aConnected TV brandsSamsung, Apple TV, VizioSpringServe will detect if macro is excluded from exported supply tag.
CTV Ad pod{{CREATIVE_DURATION_MILLIS}}
n/aUsed 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}}
n/aUsed as a demand tag macro.  Duration of the mediafile. 00:00:07
CTV Ad Pod{{POD_MAX_DUR}}pod_max_dur=n/aUsed 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}}
n/aUsed 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=n/aused 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
_dur. Could also use the UI to create custom settings
Content{{CONTENT_ID}}content_id=app.content.id or site.content.idid for "content" object for PC and SSHB bid requests (see OpenRTB 2.5)24!vch192b7
Content{{CONTENT_
ID
EPISODE}} content_
id=id for
episode=app.content.episode or site.content.episodeepisode for "content" object for PC and SSHB bid requests (see OpenRTB 2.5)
24!vch192b7
11
Content{{CONTENT_
EPISODE}} content_episode=episode for 
TITLE}}content_title=app.content.title or site.content.titletitle for "content" object for PC and SSHB bid requests (see OpenRTB 2.5)
11
A%20New%20Hope
Content{{CONTENT_
TITLE
SERIES}}content_
title=title
series= app.content.series or site.content.seriesseries for "content" object for PC and SSHB bid requests (see OpenRTB 2.5)
A%20New%20Hope
The%20Office
Content{{CONTENT_
SERIES
SEASON}}content_
series= series
season=app.content.season or site.content.seasonseason for "content" object for PC and SSHB bid requests (see OpenRTB 2.5)
The%20Office
5
Content{{CONTENT_
SEASON
GENRE}}content_
season
genre=
season for
app.content.genre or site.content.genregenre for "content" object for PC and SSHB bid requests (see OpenRTB 2.5)
5
Comedy
Content{{CONTENT_PRODUCER_
GENRE
NAME}}content_
genre=genre for "content
producer_name=app.content.producer.name or site.content.producer.namename for "producer" object for PC and SSHB bid
requests
request (see OpenRTB 2.5)
Comedy
"Warner Bros"

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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