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_ID} User identifier for all device types.
${TM_RANDOM} Cachebuster: a random number between 1 and 1000000
${TM_PLACEMENT_ID_NUM} The placement ID
${TM_SITE_URL_URLENC} The URL passed in the bid request; URL-encoded
${TM_SITE_DOMAIN_URLENC} 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
${TM_CLICK_URL} Redirect URL that enables ad servers to track and count ad clicks in the platform
${TM_CLICK_URL_URLENC} 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.

On this page

Adobe Maker Awards Banner

Time to shine!

Apply now for the 2021 Adobe Experience Maker Awards.

Apply now
Adobe Maker Awards Banner

Time to shine!

Apply now for the 2021 Adobe Experience Maker Awards.

Apply now