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What macro variables or placeholders can I use in different Ad Servers?

• Many Ad Servers do support macros or in the creative code, clicktrough URLs and impression tracking URLs. DoubleClick for Publishers makes available a good documentation online for example: http://www.google.com/support/dfp_premium/bin/answer.py?hl=en&answer=1242718 Is there something similar for Ad Servers like MediaMind, Microsoft Atlas, Smart, OAS 24/7 Real Media, Adition, AdTech, Emediate, Eyewonder, Flashtalking, AdForm etc.? Can you share examples of such macros? The goal is to improve the collateral for a 3rd party ad impression tracking solution which is used by ad managers and ad traffickers.

• Answer:

  not a complete list, but a start: (some of these may be outdated) DFA %eadv! = Advertiser ID %esid! = Site ID %epid! = Placement ID %ebuy! = Campaign ID %ecid! = Creative ID %eaid! = AD ID DFP - similar to the macros above, but some have slightly different meanings (i.e. i believe that the %ebuy! macro is the order ID in DFP) Eyeblaster (MediaMind) [%tp_campaignname%] = campaign [%tp_publishername%] = publisher [%tp_placementname%] = placement [%tp_adname%] = ad Pointroll $PUBID$ = publisher $ADID$ = ad $PLACEMENTID$ = placement Atlas (note that atlas ID's may come across as a '.' separated string) %site_alias% = site %ad_id% = ad Vindico %v-site-id% = site %v-otlt-id% = placement %v-inam-id% = video creative %v-bcam-id% = companion creative %v-cmpn-id% = campaign