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Advertisers may require to receive some custom data from the Publishers. In this case, the Ad VAST URL will contain macros.
For example:
Where:
- Black – base Ad VAST tag
- Red – advertiser’s parameter
- Blue – placeholders for the real value from the publisher. It may be provided in square brackets ‘[placeholder]’, figure brackets ‘{placeholder}’, double underscores ‘__placeholder__’ or dollar signs ‘$$placeholder$$’, etc.
Ask the advertiser which parameters are required, recommended and optional, ask which of them are vital for ad serving decision making.
In the received Ad VAST URL:
- remove recommended and optional parameters, if it won’t affect the advertiser’s response
- replace the placeholders of required parameters with the corresponding Publisher’s parameters from the table below. Place them in square brackets so that the URL will look as follows:
| Publisher’s parameter | Description |
| IP | Device IP address |
| DNT | Do not track |
| LOCATION | Location (latitude, longitude) of device |
| DEVICE_W | Physical screen width in pixels |
| DEVICE_H | Physical screen height in pixels |
| IFA | Identifier for advertising (IFA), a unique value that is completely disconnected from a hardware ID, MAC address, IMEI, or IP address |
| DEVICEID | 32 hexadecimal digit value, displayed in five groups and separated by hyphens, in the form of 8-4-4-4-12 for a total of 36 characters |
| DEVICE_MAKE | Device manufacturer |
| DEVICE_MODEL | Device model |
| DEVICE_OS | Device OS |
| DEVICE_OSV | Device OS version |
| CONNECTION | Type of user’s connection: 1 – Ethernet, 2 – WIFI, 3 – Unknown cellular, 4 – 2G, 5 – 3G, 6 – 4G |
| ISP | Internet provider (the same as Carrier by openRTB) |
| YOB | User’s year of birth |
| GENDER | User’s gender |
| GDPR | Indicates whether or not the GDPR regulations apply to the ad request |
| CONSENT | Consent string passed from various Consent Management Platforms (CMP’s) |
| PUBUID | Unique user ID for reuse in 1st-party DMP |
| LATITUDE | Device latitude along with longitude, it defines device location |
| LONGTITUDE | Device longitude along with latitude defines device location |
| ACCURACY | Estimated latitude/longitude accuracy in meters |
| COUNTRY | User’s country |
| PAGE | URL-encoded page |
| DOMAIN | 2nd-level domain and TLD |
| APP_NAME | Application name |
| BUNDLE | Application ID |
| APP_VER | Application version |
| APP_STORE_ID | Platform-specific app store ID |
| STOREURL | Application URL in the app store |
| IAB_CATEGORY | Comma-separated array of IAB content categories for the application |
| VAST_PROTOCOLS | Supported VAST protocols according to IAB protocols |
| PLAYER_WIDTH | Width of the video player in DIPS |
| PLAYER_HEIGHT | Height of the video player in DIPS |
| MUTED | Integer |
| VIDEO_AUTOPLAY | Integer |
| MINDURATION | Allowed minimum duration in seconds |
| MAX_DURATION | Allowed maximum duration in seconds |
| SKIP | The video is skippable by the user: 0 – false (default if not passed), 1 – true |
| SKIP_MIN | Videos of total duration greater than this number of seconds can be skippable; only applicable if the ad is skippable |
| SKIP_AFTER | Defines the custom time for the ad to be skippable |
| BREAKPOSITION | Indicates the position of the ad break within the underlying video/audio content that the ad is playing within. Values: 1 for pre-roll, 2 for mid-roll, 3 for post-roll, 4 for standalone, 0 for none of the above/other |
| CONTENTID | Publisher-specific content identifier for the content asset into which the ad is being loaded or inserted. Only applicable to in-stream ads |
| CACHEBUSTING | Cache busting |
Need a custom macro?
To add a macro that is not in the table above, add “cp_” before the placeholder.
Example:
The VAST URL contains macro “¶meter={PARAMETER}”, which is mandatory for the advertiser.
In the final version of the URL, it should be written like “¶meter=[cp_parameter]”.
In order for the value to be passed to this macro, macro “&cp_parameter=[placeholder]” should be added to the VAST URL of the Publisher’s ad units in which this creative is supposed to be shown.
Updated on February 06, 2023