Welcome to the Macros Reference Guide. This article outlines all supported macros that can be used in ad tag configuration. Macros are grouped into logical categories for ease of use. Required fields are highlighted where applicable.
User Data
| Name | Tag/oRTB Parameter | Tag Macro | Category | Description | Example |
| IP Address | &uip= / device.ip | {uip} | General (Required) | The IP address of the device that requested playback. | 127.0.0.1 |
| Device User Agent | &ua= / device.ua | {ua} | General (Required) | User agent string. | Mozilla/5.0 (iPhone...) |
| Do Not Track Flag | &dnt= / device.dnt | {dnt} | Mobile | Indicates browser DNT flag (0 = unrestricted, 1 = do not track). | dnt=1 |
| Limit Ad Tracking Flag | &lmt= / device.lmt | {lmt} | Mobile | Signals platform-imposed tracking limits. | lmt=0 |
| User ID | &uid= / user.id | {uid} | General | Exchange-specific user ID. | uid=sdf543sdt5nu |
| Language | &lang= / device.language | {lang} | General | Browser language. | lang=en |
Device Data
| Name | Tag/oRTB Parameter | Tag Macro | Category | Description | Example |
| Device Category | &device_category= | {device_category} | General | Device type: 1=PC, 2=Smartphone, 3=Tablet, etc. | device_category=4 |
| Device Model | &device_model= / device.model | {device_model} | General | Device model name. | iPhone 3.1 |
| Device Manufacturer | &device_make= / device.make | {device_make} | General | Manufacturer name. | Apple |
| Device OS | &device_os= / device.os | {device_os} | General | OS name. | Android |
| Device OS Version | &device_osv= / device.osv | {device_osv} | General | OS version. | 6.1 |
Ad Data
| Name | Tag/oRTB Parameter | Tag Macro | Category | Description | Example |
| Ad Duration | &ad_duration= | {ad_duration} | Player | Duration of the video ad in seconds. | ad_duration=6 |
| Min Duration | &min_duration= | {min_duration} | Player | Minimum video ad duration in seconds. | min_duration=5 |
| Max Duration | &max_duration= | {max_duration} | Player | Maximum video ad duration in seconds. | max_duration=30 |
| Ad Player Width | &width= video.w |
{width} | General Required |
The ad video player width. | width=300 |
| Ad Player Height | &height= video.h |
{height} | General Required |
The ad video player height. | height=250 |
| Cachebuster | &cb= | {cb} | General Required |
Unique piece of code that prevents a browser from reusing an ad it has already seen and cached. | cb=1643636974113 |
| Video Duration | &video_duration= | {video_duration} | Player | The duration of the main video content in seconds. | video_duration=40 |
| Video Description | &video_description= | {video_description} | Player | The description of the video where the ad will appear. |
video_description=beauty care
|
| Video URL | &video_url= | {video_url} | Media | The website location of the video. |
video_url=cdn.foo.com/video.mp4
|
| Video Title | &video_title= | {video_title} | Media | The title of the video where the ad will be served. |
video_title=natural cosmetics
|
| Video Autoplay | &autoplay= | {autoplay} | Player | Defines whether the video is set to play automatically. 0 = Autoplay disabled; 1 = Autoplay enabled. | autoplay=1 |
| Muted | &mute= | {mute} | Player | Indicates if video player is set to begin playing with the sound on or off. 0 = Sound is on; 1 = Sound is off. | mute=0 |
| Video ID | &video_id= | {video_id} | Media | The unique internal ID of the video content. | video_id=194857 |
| Video position | &ad_position= | {ad_position} | Player | The position in seconds during the video when the ad expected to be served. Any number of seconds or the URL-encoded value for 100% (100%25). Preroll (Game start): ad_position=0; Midroll (During gameplay): ad_position=5 (or any value>0); Postroll (Game over): ad_position=100%. | ad_position=0 |
| Output | n/a | {output} | Player | n/a | |
| Creative Format | n/a | {creative_format} | Player | n/a | |
| Playback Method | &playback_method= imp.playbackmethod |
{playback_method} | Player | Method used to playback an ad. | playbackmethod=2 |
| VAST Version | &vast_version= | {vast_version} | General/VAST | Defines version of the VAST. | vast_version=3 |
| Skippability | &skippability= | {skippability} | Player | Defines if the player supports skippable ads or not. | skippability=1 |
| Delivery | &delivery= video.delivery or audio.delivery |
{delivery} | Player | Various options for the delivery of video or audio content. | delivery=streaming |
App Data
| Name | Tag/oRTB Parameter | Tag Macro | Category | Description | Example |
| App name | &app_name= | {app_name} | Mobile/CTV Required |
The name of the application. | app_name=BaconReader |
| App bundle | &app_bundle= | {app_bundle} | Mobile/CTV Required |
The app bundle identifier. | app_bundle=com.cleanmaster.security |
| App version | &app_version= | {app_version} | Mobile/CTV | The app version number. | app_version=1.6 |
| App store URL | &app_store_url= | {app_store_url} | Mobile/CTV Required |
The store URL of the App. | &app_store_url=itunes.apple.com/us/app/cute-icon-wallpaper-dressup/id533055738?mt=8 |
| App domain | &app_domain= | {app_domain} | Mobile/CTV | Webpage related to the app. | app_domain=cute-icon-wallpaper.app |
| App ID | &app_id= | {app_id} | Mobile/CTV | Exchange-specific app ID. | app_id=7373716 |
| Policy | app.privacypolicy | {policy} | Mobile/CTV | Indicates if the site has a privacy policy, where 0 = no, 1 = yes. | policy=1 |
| IDFA for iOS devices | &idfa= | {idfa} | Device Required |
Identifier for Advertising (IDFA) for iOS devices. | idfa= 6D92078A-8246-4BA4-AE5B-76104861E7DC |
| IDFA for iOS devices(MD5) | &idfa_md5= | {idfa_md5} | Device | Identifier for Advertising (IDFA) for iOS devices in Message Digest algorithm 5. |
idfa_md5=1BC29B36F623BA82AAF6724FD3B16718 |
| IDFA for iOS devices(SHA1) | &idfa_sha1= | {idfa_sha1} | Device | Identifier for Advertising (IDFA) for iOS devices (SHA1). | idfa_sha1=9e32295f 8225803b b6d5fdfc c0674616 a4413c1b |
| IDFA for Android devices | &adid= | {adid} | Device | Identifier for Advertising (IDFA) for Android devices. | adid=96bd03b6-defc-4203-83d3-dc1c730801f7 |
| IDFA for Android devices(MD5) | &adid_md5= | {adid_md5} | Device | Identifier for Advertising (IDFA) for Android devices in Message Digest algorithm 5. |
adid_md5=1BC29B36F623BA82AAF6724FD3B16718 |
| IDFA for Android devices(SHA1) | &adid_sha1= | {adid_sha1} | Device | Identifier for Advertising (IDFA) for Android devices in cryptography SHA-1. | adid_sha1= 9e32295f 8225803b b6d5fdfc c0674616 a4413c1b |
| Inventory Partner Domain | &inv_partner_domain= app.ext.inventorypartnerdomain or site.ext.inventorypartnerdomain |
{inv_partner_domain} | Device | Refers to the website of an authorized ad partner. | inv_partner_domain=futuretoday.com |
Site Data
| Name | Tag/oRTB Parameter | Tag Macro | Category | Description | Example |
| Site URL | &site_url= / site.domain | {site_url} | General | Domain of request origin. | mypage.foo.com |
| Site Category | &site_category= / site.cat | {site_category} | General | IAB category of site content. | IAB20-7 |
| Referrer URL | &site_ref= / site.ref | {site_ref} | General | Page referrer URL. | zoo.com |
| Site Full URL | &site_full_url= / site.domain | {site_full_url} | General (Required) | Full page URL. | n/a |
Geo Data
| Name | Tag/oRTB Parameter | Tag Macro | Category | Description | Example |
| Geo latitude | &geo_lat= | {geo_lat} | General | Defines GEO location – latitude | geo_lat=18.54732 |
| Geo longitude | &geo_lon= | {geo_lon} | General | Defines GEO location – longitude | geo_lon=-72.38892 |
| Country | &geo_country= | {geo_country} | General | The ISO 2 country code. | geo_country=US |
| City | &geo_city= | {geo_city} | General | Defines the city name. | geo_city=Paris |
| Zip code | &geo_zip= | {geo_zip} | General | Defines the postal code. | geo_zip=65062 |
| DMA code | &geo_dma= | {geo_dma} | General | Defines the Designated Market Area code. | geo_dma=501 |
Source Data
| Name | Tag/oRTB Parameter | Tag Macro | Category | Description | Example |
| Aid | &aid= | {aid} | General | Identifies source ID within the ad server | aid=478 |
| Channel ID | n/a | {channelid} | General | Identifies publisher ID within the ad server. | channelid=115 |
| Publisher ID | &pub.id= | {publisherid} | General | Identifies publisher ID coming in pub.id |
asd09iytrsevl |
| Sid | &sid= ext.sid |
{sid} | General | Parameter which determines subsource of traffic. | sid=12re098lkjh |
Advertiser Data
| Name | Tag/oRTB Parameter | Tag Macro | Category | Description | Example |
| Advertiser ID | n/a | {advid} | General | Identifies Advertiser ID within the ad server. | advid=693 |
| Campaign ID | &cmpId= | {cmpid} | General | Identifies campaign ID within the ad server. | cmpId=589 |
Privacy data
| Name | Tag/oRTB Parameter | Tag Macro | Category | Description | Example |
| GDPR | &gdpr= | {gdpr} | GDPR | Define user consent. GDPR=0 – does not apply, GDPR=1 – applies. | gdpr=0 |
| GDPR consent | &gdpr_consent= | {gdpr_consent} | GDPR | Represents URL-safe base64-encoded GDPR consent string. Required if gdpr=1. |
Example: gdpr_consent=CPerMsAPerMsAADABBENC dCsAP_AAH_AAAAAHuIB4C5MQCBB MGB8AMsUAAAUwAAAACAACAABAAAAAA IAIAwAFAAgAAAAAAAAABAg AAYAAAAAAAgAAAAA AAAAAQAAAAAAAAAAAAIAAAAAAgAA AAAAAAAAAAAAAAAAAA QAgABAYAYAAAAAA AEAAAAAAAgAAAAAAAAA AAAAQABA8yBWAAG ABQAGgAVgAuADIAHIAPgBA ACQAFoANAAdQA 9AD6AIgAiwBMAE2AJ4AoQ BbAFyAMIAxABmAD QAH4AQAAhABSgC3AGUAPEAf sBBwEIAIsARgAk oBZgC2wGAAYEA14B8gEgg LoAXmAwSBhgGG wMYAxkBpQDzAAA.d_gACAAAA47g |
| US privacy | &us_privacy= | {us_privacy} | CCPA | A mandatory string for all publishers in which they must pass the privacy consent for users from California. | us_privacy=1— |
| Copps | &coppa | {coppa} | COPPA | Flag indicating if the bid request is subject to the COPPA regulations established by the USA FTC, where 0 indicates no, 1 indicates yes. This attribute is always passed when set to 1. | coppa=1 |
| GPP | &gpp= | {gpp} | GPP | Global Privacy Policy String | gpp=DBABM~CPXxRfAPXxRfAAfKABENB-CgAAAAAAAAAAYgAAAAAAAA |
| GPP Sid | &gpp_sid= | {gpp_sid} | GPP | Global Privacy Policy Section ID | gpp_sid=2 |
Content data
| Name | Tag/oRTB Parameter | Tag Macro | Category | Description | Example |
| Content ID | &content_id= | {content_id} | Content | ID uniquely identifying the content. | content_id=744a93ad763a2eaa7de84c9c |
| Content URL | &content_url= | {content_url} | Content | URL of the content, for buy-side contextualization or review. |
content_url=https://play.google.com/store/apps/details?id=easy.sudoku.puzzle.solver.free |
| Content Series | &content_series= | {content_series} | Content | Content series. | content_series=Top Million Dollar Agent |
| Content Language | &content_lang= | {content_lang} | Content | Content language using ISO-639-1-alpha-2. | content_lang=uk |
| Content Season | &content_season= | {content_season} | Content | Content season. | content_season=3 |
| Content Rating | &content_rating= | {content_rating} | Content | Content rating. | content_rating=10 |
| Content Livestream | &content_livestream= | {content_livestream} | Content | 0 = not live, 1 = content is live (e.g., stream, live blog). | content_livestream=1 |
| Content Producer Name | &content_producer_name= | {content_producer_name} | Content | Content producer or originator name. | content_producer_name=Warner Bros |
| Content Genre | &content_genre= | {content_genre} | Content | Genre that best describes the content (e.g., rock, pop, etc). | content_genre=Comedy |
| Content Episode | &content_episode= | {content_episode} | Content | Episode number | |
| Content Title | &content_title= | {content_title} | Content | Title of the specific content | |
| Content РЎategories | &content_categories= | {content_categories} | Content | Array of IAB content categories that describe the content. The taxonomy to be used is defined by the cattax field. If no cattax field is supplied IAB Content Category Taxonomy 1.0 is assumed. | content_categories=IAB1-5 |
| Content Keywords | &content_keywords= | {content_keywords} | Content | Comma separated list of keywords describing the content. | content_keywords=keyword-a,keyword-b,keyword-c |
| Channel Name | &channel_name= | {channel_name} | Content | Details about the channel the content is on. | channel_name=Comedy Central |
| Network Name | &network_name= | {network_name} | Content | Details about the network the content is on. | network_name=FuboTV |
| Production quality | &production_quality= | {production_quality} | Content | Production quality. | production_quality=2 |
| QAG Media Rating | &qagmediarating= | {qagmediarating} | Content | Media rating per IQG guidelines. | qagmediarating=3 |
Ad Podding
| Name | Tag/oRTB Parameter | Tag Macro | Category | Description | Example |
| Ad Pod duration | &pod_max_dur | {pod_max_dur} | Ad Pod | Duration of the mediafile. | pod_max_dur=60 |
| Min Duration | &minduration= | {minduration} | Ad Pod | Minimum video ad duration in seconds. | &minduration=0 |
| Max Duration | &maxduration= | {maxduration} | Ad Pod | Maximum video ad duration in seconds. | maxduration=60 |
| Ad Pod Slots | &ad_pod_slots= | {ad_pod_slots} | Ad Pod | Used to set the minimum and maximum number of ads in a pod. | ad_pod_slots=1 |
Supply Chain Data
| Name | Tag/oRTB Parameter | Tag Macro | Category | Description | Example |
| Supply Chain | &schain= / ext.schain | {schain} | Other | SupplyChain object showing seller/reseller path. | schain=1.0,0!domain.com,123456,1,... |
Custom Data
| NameTag/oRTB | Tag/oRTB Parameter | Tag Macro | Category | Description |
| c1 through c5 | &c1= to &c5= | {c1} to {c5} | Custom | Empty custom parameters for flexible use. |