Understanding Advertising Cloud DSP Macros

A macro is a short command or shorthand for an instruction and usually follows the format ${MACRO_NAME}. The Advertising Cloud DSP ad server executes macros when the ad is served or clicked.

Macros are most commonly used during trafficking of third-party and custom creative code or metadata (such as third-party pixels).

General Tracking Macros

Use general tracking macros across all ad and tag types to pass back specific data, as required.

Macro Description
$ User identifier for all device types.
$ Cachebuster: a random number between 1 and 1000000
$ The placement ID
$ The URL passed in the bid request; URL-encoded
$ The page subdomain parsed from the URL in the bid request; URL-encoded

Click Macros for Third-Party Display Ads

To accurately track clicks for ads using third-party display tags, DSP requires a display click macro. Only one version of the macro is required; the relevant macro depends on the type of tag.

Macro Description
$ Redirect URL that enables ad servers to track and count ad clicks in the platform
$ Redirect URL that enables ad servers that require URL encoding to track and count ad clicks in the platform

DSP automatically inserts display click macros in a display tag when you:

  • Export ad tags from an Advertising Cloud ad server partner
  • Bulk upload Flashtalking or Google DoubleClick for Advertisers ad tags directly in DSP

If a click macro is missing when you build a display ad, DSP displays a warning message, which prompts you to manually insert the appropriate display click macro in the correct area of the tag.

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