Supported Macros for Third Party Ad-Tag

What is a Macro?

A macro is a placeholder (for example: {CLICK_URL}) that an ad server replaces with a real value when the creative serves. Use macros in your tags when you want XPO to insert information into the tag in real time.

For example, you are using this third-party ad tag:

<script type="text/javascript" src="http://example.com?click="></script>

 

The third-party ad server expects an XPO click tracking URL after "click=". To get this URL, insert a click tracking macro in the tag:

<script type="text/javascript" src="http://example.com?click={CLICK_URL}"></script>


Each time the ad is served, the placeholder {CLICK_URL} is replaced with the actual click tracking URL from XPO

 

Tracking Macros / Ad Serving Macros

Macro/Variable
Description

{CLICK_URL}

{CLICK_URL_ENC}

{CLICK_THROUGH_URL}

Click Macros

 

 
 

Device Identifier Macros

Macro/Variable
Description
{DEVICE_ID}

IDFA (Advertising Identifier is a unique ID for each iOS device)

AdID/AAIS (Google Advertising ID for Android devices)

 

Source Macros

Macro/Variable
Description
{PUBLISHER_ID} Publisher ID if any
{SOURCE_URL} Source URL if any
{SOURCE_URL_ENC} Encoded source URL if any
{UNIVERSAL_SITE_ID} Site ID
{BUNDLE_ID} Bundle ID: Application bundle or package name from iTunes/AppStore. Only available for Apps.

 

Targeting Macros

Macro/Variable
Description
{EXCHANGE_ID}  ID of exchange where an impression is won.
{CAMPAIGN_ID} Campaign ID
{GEO} 3-letter country code
{LANGUAGE} 2-letter language code
{GDPR}  0=GDPR does not apply
1=GDPR applies
If not present, callee should do GeoIP lookup, and GDPR applies for EU IP addresses
{EU_CONSENT} URL-safe base64-encoded GDPR consent string. Only meaningful if GDPR=1
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