Below is a list and description of macros supported by third-party ads in DoubleClick Ad Exchange. For more details, including information on implementation, please contact us.
Ad Exchange buyers participating in third-party ad serving are required to use the Google click macro in their tags. This allows clicks to be reported back to Google, which can then share them with publishers.
| Macro | Description |
|---|---|
CACHEBUSTER |
String representation of a random unsigned 4 byte integer. |
CLICK_URL_ESC |
The escaped click URL for the ad. Use this instead of CLICK_URL_UNESC if you need to first pass the value through another server that will then return a redirect. |
CLICK_URL_ESC_ESC |
Allows two redirects. |
CLICK_URL_UNESC |
The unescaped click URL for the ad. In the snippet, an escaped version of the third party click URL should directly follow the macro. |
SCHEMA |
Resolves to http: or https:, depending on the inventory type. Only the HTML tag’s text provided to Ad Exchange will be adapted, so fourth-party calls outside the HTML tag’s text will not be adapted by this macro. This macro is not supported for VAST in-stream video. |
SITE |
The URL-escaped domain of the content URL or the anonymous ID for anonymous inventory. |
TZ_OFFSET |
Timezone offset. |
Additional macros for the Ad Exchange callout proxy (Real-time bidder)
| Macro | Description |
|---|---|
WINNING_PRICE |
Returns the winning price for the impression. Encoded impression cost (CPI) is given in micros of the advertiser's account currency. Format: <encoding_type>:<encoded_value>. For example, "0:125000" (clear text encoding). |
WINNING_PRICE_ESC |
URL-escaped WINNING_PRICE. |