Introduction In programmatic advertising, macros serve as placeholders or dynamic tokens that automatically insert specific pieces of information, such as user data or campaign details, into advertisements or URLs. These macros help streamline ad delivery, enhance targeting, and track performance in real-time. As a leader in media technology, Amagi is committed to ensuring effective monetization and seamless ad operations. This article provides an overview of the required macros and their significance in digital advertising.
What Are Macros? Macros are dynamic variables used in ad-serving and tracking systems to automatically integrate real-time data into ad requests. They play a crucial role in:
- Tracking performance metrics – Monitoring impressions, clicks, and conversions.
- Personalizing ad content – Dynamically inserting user or contextual information into creative assets.
- Enabling data exchange – Passing critical information between ad platforms for reporting and optimization.
Certain macros must be included in ad requests to ensure proper tracking, targeting, and validation of ad traffic. Below is a list of the required macros for monetization within Amagi’s AdsPlus system.
Required Macros for Monetization
| Macro | Owner | Requirement | Purpose & Impact | Example Values |
|---|---|---|---|---|
| cb | SSAI | Mandatory | Prevents caching by inserting a random number | 3708662946268 |
| ip | Player | Mandatory | Identifies users, enables personalized ads, validates traffic | 49.37.249.254 |
| ua | Player | Mandatory | User agent string used for device classification and targeting | Mozilla/5.0 (iPhone...) |
| dnt | Player | Mandatory | Do Not Track signal for US traffic | 0 or 1 |
| us_privacy | Player | Mandatory (US) | Passes privacy consent string for California users | IAB documentation |
| pod_max_dur | SSAI | Mandatory | Sets maximum duration of an ad pod (seconds) | 120 |
| app_bundle | Player | Mandatory | Identifies app, validates traffic, supports ads.txt authorization | B01IPC7MBE |
| app_name | Player | Mandatory | App name for verification | DAZN |
| app_store_url | Player | Mandatory | App store link | https://www.amazon.com/DAZN/dp/B01IPC7MBE |
| did | Player | Mandatory | Unique device ID for tracking | 437825ef-a4a6-4575-8b70-81630c6d76e5 |
| ifa_type | Player | Mandatory | Identifier for CTV device type (e.g., rida for Roku, idfa for Apple) | rida, idfa |
| lmt | Player | Mandatory | Limits tracking in CTV by obfuscating IP addresses | 0 or 1 |
| url | Player | Mandatory (Web) | Page URL for contextual targeting | http://www.weather.com/weather/radar/interactive/l/1037891:5:US |
| gdpr | Player | Mandatory (EU) | Identifies if GDPR applies | 1 (true) or 0 (false) |
| gdpr_consent | Player | Mandatory (EU) | Consent string for GDPR compliance | TCF2.0 consent string |
| content_id | EPG/Player | Optional | Identifies content for OpenRTB bid requests | 24!vch192b7 |
| genre | EPG/Player | Mandatory | Specifies content genre for OpenRTB requests | Comedy |
| rating | EPG/Player | Mandatory | Content rating for targeting | PG-13, TV-G |
| coppa | Player | Mandatory | Indicates if traffic is subject to COPPA | 1 (true) or 0 (false) |
| language | EPG/Player | Mandatory | Language of the content | EN |
| content_livestream | Player | Mandatory | Specifies if content is live or recorded | 0 = Not live, 1 = Live |
| channel_name | EPG/Player | Mandatory | Name of the channel broadcasting content | Bobross |
| network_name | EPG/Player | Mandatory | Name of the network airing content | Cinedigm |
| studio_name | EPG/Player | Optional | Studio name for revenue calculation | Lionsgate |
| content_title | EPG/Player | Optional | Title of the content for OpenRTB requests | A%20New%20Hope |
| content_episode | EPG/Player | Optional | Episode number for bid requests | 11 |
| content_series | EPG/Player | Optional | Series name for OpenRTB requests | The%20Office |
| dur | EPG/Player | Optional | Content duration (seconds) | 2500 |
| gpp | Player | Optional (Mandatory if supported) | Global Privacy Policy string | DBABMA~CPXxRfAPXxRfAAfKABENB-CgAAAAAAAAAAYgAAAAAAAA |
| gpp_sid | Player | Optional (Mandatory if supported) | Global Privacy Policy Section ID | 8 (US - California section) |
Conclusion For effective monetization and seamless ad delivery, macro implementation is critical in programmatic advertising. By ensuring compliance with required macros, advertisers and publishers can optimize ad targeting, improve tracking, and enhance transparency across the supply chain.