What are the Macros Supported for Third Party Ad-Tag in XPO

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Knorex Support
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What is a Macro?

A macro is a placeholder (for example: {CLICK_URL}) that an ad server replaces with actual values when the ad is served. To include real-time data in your tags, you can simply incorporate macros with them. 

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

<script type="text/javascript" src="http://example.com/?click=%22">http://example.com?click="></script>

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

<script type="text/javascript" src="http://example.com/?click=%7BCLICK_URL%7D%22">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.

The following are the MACROS that can be used in third-party ad tags to pass information to the relevant third-party ad server:

Tracking/Ad Serving Macros

Macro/Variable Purpose
{CLICK_URL} Used for parallel tracking
{CLICK_URL_ENC} Same as {CLICK_URL}, except that the tracker is encoded.
Choose between {CLICK_URL} or {CLICK_URL_ENC} depending on your tag support.
{CLICK_THROUGH_URL} Used for chain tracking. This macro directs users to the Knorex tracking server before redirecting to the Destination URL.
Example: {CLICK_THROUGH_URL}https%3A%2F%2Fknorex.com
Destination URL has to be added by your/third-party ad.
{TIMESTAMP} UNIX timestamp of RTB auction.

 

Device Specific Macros

Macro/Variable Description
{DEVICE_MODEL} The device model.
{DEVICE_OS} Name of the ISP or carrier information.
{OS_VERSION} The version of operating system.

 

Device Identifier Macros

Macro/Variable Description
{DEVICE_ID}
  • IDFA (Advertising Identifier is a unique ID for each iOS device)
  • GAID (Google Advertising ID for Android devices)

 

Source Macros

Macro/Variable Description
{CACHEBUSTER} Random value. See also Cachebuster for Google Ads/DoubleClick   
{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, if any
{BUNDLE_ID} Bundle ID: Application bundle or package name from iTunes/AppStore. Only available for Apps.

 

Targeting Macros

Macro/Variable Description
{EXCHANGE_ID} Ad Exchange ID
{CAMPAIGN_ID} Campaign ID
{CREATIVE_ID} Creative ID
{LANGUAGE} 2-letter language code   
{USER_AGENT} Browser user agent being used
{GEO} 3-letter country code
{AUDIENCE_ID} A random string used to identify the audience.
NOTE:

For Audience ID, information is sent only if an audience is in use.

For RON (Run Of Network) no information will be passed.

{LAT} Latitude ranges from -90.0 to +90.0. Negative values indicate southern coordinates.
{LON} Longitude ranges from -180.0 to +180.0. Negative values indicate western coordinates.
{IP} Device IP address
{GPS} GPS coordinates (up to 6 decimals)
{POSTAL_CODE} Zip code or postal code
{PLACEMENT_NAME} The name of the application where the ad is displayed.
{TS} Timestamp with 10 digits. System.currentTimeMillis() / 1000
{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 relevant if GDPR=1

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