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    • Maestro
    • Activate
    • Create campaigns and line items
    • Create line item: creatives

    Use macros

    Table of Contents

    Overview Access Available macros Macro format List of available macros and descriptions

    Overview

    In the Activation module, you can use macros in third-party creative tags, that is, display and VAST video tags, and in third-party measurement tags. Once the given ad is delivered or clicked, these macros are replaced by the actual values of the given ad opportunity. For example, the {gdpr} macro is replaced by either 0 or 1, indicating if the European Union's GDPR legislation applies for the given ad opportunity (gdpr=1), or not (gdpr=0). 

    Access

    Select Campaigns from the navigation menu, then choose the line item containing the creative to which you want to add a macro.

    Available macros

    Macro format

    The format and usage of these macros can vary depending on their type. The following are the general guidelines for using macros:

    • The non-DSA macros can be surrounded by curly brackets or square brackets. For example, {click_url} or [click_url] are both valid and accepted click-tracking macros.
    • The DSA macros must always be used in the format as specified in the following table.
    • All macros are case-insensitive.

    List of available macros and descriptions 

    This section outlines the different macros available and their respective descriptions to help you understand their purpose and how to implement them in your ad requests.

    Macro Description
    {timestamp} The unix timestamp. The number of milliseconds since January 01, 1970 UTC. Useful to determine the time elapsed since the bid response generation.
    Click macros
    {click_url} The click-tracking URL, used to track (count) the click and redirect to the landing page defined in the Click URL field of the creative.
    {click_url_enc}  The encoded version of the {click_url} macro. Required for some third-party ad servers. For more information, see {click_url}.
    {click_through}

    The click tracking URL, used to track (count) the click and redirect to a landing page that is defined in a third-party creative tag. The {click_through} macro must be inserted as a prefix to the landing page URL, for example: <a href="{click_through}https://example.com/my-landing-page">Click here!</a> 

     

    The {click_through} macro then gets replaced by the click-tracking URL with the landing page added as the value of the turl= parameter in the URL’s query string, that is, after the "?" character. For example: <a href="https://example_clicktracking_url.com?turl=https://example.com/my-landing-page">Click here!</a>
    {click_through_enc} The encoded version of the {click_through} macro, used if the URL needs to be passed as a parameter of another URL. For more information, see {click_through}.
    {click_pixel} The click-tracking URL, used to only track (count) clicks for reporting purposes, without any redirection to a landing page.
    {click_pixel_enc} The encoded version of the {click_pixel} macro, used if the URL needs to be passed as a parameter of another URL. For more information, see {click_pixel}.
    GDPR macros
    {gdpr}

    The application of the European Union's GDPR privacy regulations for the given ad opportunity. For example, the GDPR applies when the given ad request originates from an end user located in an EU country:

    • gdpr=1: the GDPR applies for the given ad opportunity.
    • gdpr=0: the GDPR doesn't apply for the given ad opportunity.
    {gdpr_consent} The consent string passed in the bid request. A string of encoded characters representing the end user's consent choices for the given ad opportunity.
    {gpp_sid} The section IDs in force for the current transaction. In most cases, this field should have a single section ID. In rare cases where such a single section ID cannot be determined, the field might contain up to two values, separated by a comma.
    {gpp_string} The URL-safe base64-encoded GPP string.
    Contextual macros
    {AD_MAX_DURATION} The maximum allowed video ad duration in seconds.
    {AD_MIN_DURATION} The minimum allowed video ad duration in seconds.
    {ADVERTISER_ID} The advertiser ID.
    {APP_BUNDLE_ENC}   The URL encoded version of {APP_BUNDLE}.
    {APP_BUNDLE} The bundle of the app where the ad gets delivered.
    {APP_NAME_ENC} The URL encoded version of {APP_NAME}.
    {APP_NAME} The name of the app where the ad gets delivered.
    {APP_STORE_URL_ENC} The URL encoded version of {APP_STORE_URL}.
    {APP_STORE_URL} The store URL of the app where the ad gets delivered.
    {CAMPAIGN_ID} The campaign ID.
    {CREATIVE_ID} The creative ID.
    {DEAL_ID} The deal ID.
    {LINEITEM_ID} The line Item ID.
    {PLAYER_HEIGHT} The height of the video player in device independent pixels (DIPS).
    {PLAYER_WIDTH} The width of the video player in device independent pixels (DIPS).
    {PUBLISHER_DOMAIN} The highest level domain of the publisher.
    {PUBLISHER_ID} The publisher ID (SSP-specific) of the site/app.
    {PUBLISHER_NAME} The name of the publisher of the site/app.
    {SITE_DOMAIN} The domain of the site where the ad gets delivered.
    {SITE_ID} The unique ID for the site where the ad gets delivered.
    {SITE_NAME} The name of the site where the ad gets delivered.
    {SITE_PAGE} The URL of the page where the ad gets delivered.
    {SUPPLY_CHAIN_UNTOUCHED} The supply chain, as received in the bid request, excluding the Activation module node, in its URL serialized version, as defined by IAB's supply chain object specification.
    Digital Services Act (DSA) macros
    ${DSA_BEHALF} The name on whose behalf the ad is displayed, provided as a free UNICODE text string. This corresponds to the advertiser name of the line item.
    ${DSA_PAID} The entity that paid for the ad, provided as a free UNICODE text string. This corresponds to the Maestro company name.
    ${DSA_PARAMS} The parameters populated based on the combination of information from the bid request and bid response user parameters. Possible values include any combination of integer values that represent the user parameters.
    ${DSA_REQUIRED}

    The indication of whether DSA information should be made available.
    The values include:

    • 0: Not required
    • 1: Supported; bid responses with or without DSA object will be accepted
    • 2: Required; bid responses without DSA object won't be accepted
    • 3: Required; bid responses without DSA object won't be accepted; publisher is an Online Platform
    ${DSADATATOPUBS}

    The indication of whether transparency data are to be sent. Independent of the pubrender parameter, the publisher might need the transparency data for audit purposes. 

    The values include:

    • 0: Don't send transparency data
    • 1: Optional to send transparency data
    • 2: Send transparency data
    ${DSAPUBRENDER}

    The signal indicating if the publisher is able to and intends to render an icon or other appropriate user-facing symbol and display the DSA transparency information to the end user.

    The values include:

    • 0: Publisher cannot render
    • 1: Publisher could render depending on the adrender parameter
    • 2: Publisher will render
    ${DSATRANSPARENCY}

    A field populated based on the transparency object from the bid request and the bid response. 

    The separators are as follows:

    • Domain string and params array are separated by a tilde "~"
    • Values in the params array are separated by an underscore "_"
    • Multiple transparency objects are separated by two tildes "~~"

    Example: &dsatransparency=platform1domain.com~1~~SSP2domain.com~1_2

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