Ad Exchange macro support

Below is a list of frequently used macros supported by third-party ads in Ad Exchange.

More information

For a full list of macros, including detailed information on creating a bid response with real-time bidding, see Building the Response. If you have additional macro implementation questions, please contact us.

Macro Description

This macro inserts the unique ID of the auction into the URL. This number will be unique each time the macro is loaded.

Note: This macro is not supported by Protocol buffer for Ad Exchange

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.
SCHEME 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.
WINNING_PRICE RThe encoded impression cost (that is, CPI rather than CPM) in micros of the account currency. For example, a winning CPM of $5 USD corresponds to 5,000,000 micros CPM, or 5,000 micros CPI. The decoded value of WINNING_PRICE in this case would be 5,000. The winning price is specified in CPI.

To allow Google to track clicks and easily share with your publishers, your third-party tags must use a Google click macro. Learn how to implement the Google click macro.

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