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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; we recommend passing the public IP address. SpringServe will detect if macro is excluded from exported supply tag.

Mobile

{{USER_AGENT}}

ua=

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


General{{INV_PARTNER_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{{SUPPLY_PARTNER_NAME}}
n/aSupply Partner NameSupply Partner A, Publisher name
Other{{PUBLISHER_NAME}}
n/aPublisher NamePublisher AValue from the OpenRTB bid request
Other{{PUBLISHER_ID}}
n/aPublisher ID45678Value from the OpenRTB bid request

Other

{{DEMAND_TAG_ID}}


n/a

demand tag id

65432


Other{{DEMAND_TAG_NAME}}
n/aDemand Tag NameDemand tag A URL
Other{{DEMAND_PARTNER_NAME}}
n/aDemand PartnerDemand Partner A, Bidder A
Other{{CREATIVE_NAME}}
n/aCreative NameASPCA Puppy
Other{{CAMPAIGN_NAME}}
n/aCampaign nameShare of voice Campaign A
Other{{ZIP_CODE}}
n/aPostal code14526
Other{{METRO_CODE}}
n/aMetro COde37
Other{{STATE}}
n/aStateNY

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
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_EPISODE}} content_episode=app.content.episode or site.content.episodeepisode for "content" object for PC and SSHB bid requests (see OpenRTB 2.5)11
Content{{CONTENT_TITLE}}content_title=app.content.title or site.content.titletitle for "content" object for PC and SSHB bid requests (see OpenRTB 2.5)A%20New%20Hope
Content{{CONTENT_SERIES}}content_series= app.content.series or site.content.seriesseries for "content" object for PC and SSHB bid requests (see OpenRTB 2.5)The%20Office
Content{{CONTENT_SEASON}}content_season=app.content.season or site.content.seasonseason for "content" object for PC and SSHB bid requests (see OpenRTB 2.5)5
Content{{CONTENT_GENRE}}content_genre=app.content.genre or site.content.genregenre for "content" object for PC and SSHB bid requests (see OpenRTB 2.5)Comedy
Content{{CONTENT_PRODUCER_NAME}}content_producer_name=app.content.producer.name or site.content.producer.namename for "producer" object for PC and SSHB bid request (see OpenRTB 2.5)"Warner Bros"
Content{{CONTENT_LIVESTREAM}}content_livestream=app.content.livestream or site.content.livestream

0 = not live

1 = content is live (e.g., stream, live blog)


Content{{RATING}}content_rating=



Content{{CONTENT_LANGUAGE}}content_language=app.content.language or site.content.language


Content{{NETWORK_NAME}}network_name=



Content{{CHANNEL_NAME}}channel_name=




{{LMT}}lmt=
limits tracking in CTV

1 = obfuscates the user ip in outgoing requests

0 = does not obfuscate the user ip in outgoing requests


Contextual
{{IRIS_ID}}
iris_id=
IRIS.TV ID needed to support contextual targeting via IRIS.TV

Contextual{{IRIS_CONTEXT}}iris_context=
IRIS.TV context ID needed to support contextual targeting via IRIS.TV

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