Macros

The following Macros are supported by Buzz. These macros may be included in Creative Templates, the content of the Creatives or the click_url field of the Creative. Macros are case-sensitive and should be surrounded by double curly brackets on both sides to be properly recognized. For example, the macro FOO should be represented in the creative as {{FOO}}, not {{Foo}}.

Basic Macros

Macro	Expansion
AUCTION_ID	Unique id for every bid request. It is a joining key for all the events associated with the bid request such as impression, clicks, and activities.
AGE	The age of the user as reported by the exchange
GENDER	The gender of the user as reported by the exchange
BUZZ_KEY	The Buzz Key
USER_ID	Device ID for mobile, cookie for desktop. This will populate with either a cookie on a desktop OR an iOS/Android ID for mobile (will be pseudo-anonymized when subject to GDPR without explicit consent).
USER_ID_SHA1	Device ID for mobile, hashed using the SHA1 algorithm for use with postback providers
IOS_ID	iOS Device ID
ANDROID_ID	Android Device ID
CACHEBUSTER	Random number
DNT	Whether the user has Do Not Track or Limit Ad Tracking set
HEIGHT	Height of the Creative
WIDTH	Width of the Creative
MEDIA_HOST	Host the Creative will be served from
IMPRESSION_URL	URL to count an impression. This macro must be present in all creative templates.
ACCOUNT_ID	Account ID for the impression
ADVERTISER_ID	Advertiser ID for the impression
ADVERTISER_ID_ALT	Alternative advertiser ID for the impression
CAMPAIGN_ID	Campaign ID for the impression
CAMPAIGN_ID_ALT	Alternative campaign ID for the impression
CREATIVE_ID	Creative ID for the impression
CREATIVE_ID_ALT	Alternative creative ID for the impression
LINE_ITEM_ID	Line Item ID for the impression
LINE_ITEM_ID_ALT	Alternative line item ID for the impression
USER_AGENT	Full user agent of the device, base 64 encoded (will be blank when subject to GDPR without explicit consent).
USER_AGENT_ESC	Full user agent of the device, URL-escaped (will be blank when subject to GDPR without explicit consent).
IP_ADDRESS	IP address of the device, base 64 encoded (will be pseudo-anonymized when subject to GDPR without explicit consent).
IP_ADDRESS_ESC	IP address of the device, URL-escaped (will be pseudo-anonymized when subject to GDPR without explicit consent).
IP_ADDRESS_IPV6	IP address of the device when IPV6 is present, always URL-escaped (will be pseudo-anonymized when subject to GDPR without explicit consent).
IS_GDPR	Whether the auction is subject to GDPR.
US_PRIVACY_STRING	The US Privacy String on the bid request used for CCPA compliance.
GDPR_CONSENT_STRING	The consent string on the bid request used for GDPR compliance.
IS_COPPA	Whether the auction is subject to COPPA
ADVERTISER_NAME	Advertiser name (escaped)
ANDROID_ID_SHA1	Android Device ID hashed using the SHA1 algorithm for use with postback providers.
AUCTION_ADGROUP_ID	A composite identifier created by combining auction_id.account_id.campaign_id.line_item_id. It is a joining key and is recommended over using auction_id when your goal is deduplication across campaigns and line items.
BID_TIME_UTC	Time stamp of the bid time in YYYY-MM-DD HH:MM:SS format, URL-escaped.
CAMPAIGN_NAME	Campaign name (escaped)
CREATIVE_NAME	Creative name (escaped)
GDPR_CONSENT_STRING_ESC	URL-escaped version of the GDPR consent string on the bid request.
HOST	Host domain from which the creative assets are served (equivalent to MEDIA_HOST).
IOS_ID_SHA1	iOS Device ID hashed using the SHA1 algorithm for use with postback providers.
IS_GDPR_CONSENTED	Whether the auction is regulated by GDPR AND the customer has been granted consent by the end user
LINE_ITEM_NAME	Line Item name (escaped)
AD_ID	The universal creative identifier supported by Ad-ID
CLOCK_NUMBER	Broadcast clock number used by the advertiser to identify a specific commercial spot.
CREATIVE_MIME_TYPE	MIME type of the primary creative asset (for example, image/png, video/mp4).

Inventory/Content Macros

Macro	Expansion
PAGE	The full URL of the page the ad was served on
DOMAIN	Domain the impression was served on
REFERRER	Domain the user came from before landing on domain the impression was served on
SITE_ID	Site ID that the impression was served on
SITE_NAME	Site Name that the impression was served on
APP_BUNDLE	Mobile application bundle the impression was served on
APP_ID	Unique ID of the app within the exchange
APP_NAME	Mobile application name the impression was served on
APP_STORE_URL	URL the mobile application on the app store
PLACEMENT_ID	Placement ID for the impression reported by the exchange.
PUBLISHER_ID	Publisher ID for the impression reported by the exchange.
INVENTORY_SOURCE	Exchange inventory source (i.e. Rubicon, Mopub etc)
EXCHANGE_HANDLE	The exchange abbreviation for each inventory source (i.e. "rp" for Rubicon). Exchange handles are used in conjunction with exchange specific IDs in targeting (i.e. rp/12345 for a Rubicon specific site ID)
REWARDED	Whether the auction was for rewarded video
BW_CONTENT_GENRE	The genre of the video content, from the Beeswax genre taxonomy.
DEAL_ID	The private marketplace deal ID targeted for this impression
PUBLISHER_NAME	Publisher name for the impression reported by the exchange.
REFERRER_URL_ESC	Escaped version of the REFERRER macro (above)

Location Macros

Macro	Expansion
LAT	The latitude of the device/user (will be truncated to three decimal places when subject to GDPR without explicit consent).
LONG	The longitude of the device/user (will be truncated to three decimal places when subject to GDPR without explicit consent).
ZIP_CODE	The zip code of the device/user.
METRO_CODE	The metro code of the device/user. Metro code is the OpenRTB equivalent of DMA.
COUNTRY_CODE	Two-character country code of the device/user.
CITY_CODE	The city of the device/user, using United Nations Code for Trade and Transport locations , as defined in the oRTB spec for the geo.city object.
REGION	The state/region of the device/user. In the US, this is the 2 letter state code (I.e. CT). For other countries this is the 2 letter country or region code (i.e. AU for Australia).

Mobile/Device Macros

Macro	Expansion
DEVICE_MAKE	The device make that the ad was served on (i.e. Apple, Samsung)
DEVICE_MODEL	The device model that the ad was served on (i.e. iPhone 6s, Galaxy S6)
DEVICE_TYPE	The type of device the impression was served on.
PLATFORM_OS	Operating system of the device the ad was served on (i.e. iOS, Android)
PLATFORM_CARRIER	Mobile carrier of the device the ad was served on (i.e. Verizon, AT&T)
DEVICE_HEIGHT	Physical device screen height in pixels as reported by the exchange.
DEVICE_HWV	Device hardware version string as reported by the exchange (for example, model build or hardware revision).
DEVICE_WIDTH	Physical device screen width in pixels as reported by the exchange.
EXCHANGE_DEVICE_MAKE	Device make as provided by the exchange, before normalization (for example, "Apple", "Samsung").
EXCHANGE_DEVICE_MODEL	Device model as provided by the exchange, before normalization (for example, "iPhone 14", "SM-G991B").
PLATFORM_CONNECTION_TYPE	Connection type used by the device for the impression (for example, wifi, 4g, 5g).
PLATFORM_OS_VERSION	The version of the operation system of the device the ad was served on (i.e. 17.0)

Video Macros

Macro	Expansion
EVENT_START_URL	URL for tracking video starts
EVENT_Q1_URL	URL for tracking first quartile video plays
EVENT_MID_URL	URL for tracking video midpoints
EVENT_Q3_URL	URL for tracking third quartile video plays
EVENT_COMPLETE_URL	URL for tracking video completes
EVENT_SKIP_URL	URL for tracking video skips
EVENT_MUTE_URL	URL for tracking video mutes
EVENT_UNMUTE_URL	URL for tracking video unmutes
EVENT_PAUSE_URL	URL for tracking video pauses
EVENT_RESUME_URL	URL for tracking video resumes
EVENT_FULLSCREEN_URL	URL for tracking video fullscreen events
EVENT_CLOSE_URL	URL for tracking close events
PLAYER_HEIGHT	Video content player height
PLAYER_WIDTH	Video content player width
DURATION_FORMATTED	Human-readable formatted duration of the video creative (for example, mm:ss).
EVENT_AUDIBLE_IMPRESSION	Tracking URL fired when the video impression is considered audible (volume greater than zero).
EVENT_COMPANION_VIEW_URL	Tracking URL fired when the companion creative (banner or overlay) is viewed.
EVENT_CUSTOM_EVENT	Tracking URL fired for a custom, template-defined video event.
EVENT_VIEWABLE_IMPRESSION	Tracking URL fired when the ad impression meets viewability criteria (for example, 50% in view for 1 second).
IMP_ON_MRAID_IS_VIEWABLE	Boolean flag indicating whether an MRAID impression is viewable according to MRAID viewability rules.
VAST_ERROR_URL	Tracking URL fired when a VAST error occurs during ad playback.
VAST_NURL_ESC	Escaped version of the VAST win-notification URL (nurl) for use in VAST XML.
VAST_VERSION	Version of the VAST specification for the served ad (for example, 3.0, 4.1).

URL Macros

NOTE: These macros cannot be included in the click_url field of the Creative. They may only be included in the creative_content or inside a Creative Template.

Macro	Expansion
CLICK_URL	Click-through URL, including both the CLICK_DESTINATION and CLICK_TRACKING components
CLICK_DESTINATION	Resolves to the destination click URL, can include other macros when expanded
CLICK_TRACKING_URL	Tracking-only URL, will not redirect to destination page
CLICK_URL_ESC	Escaped version of the CLICK_URL macro, for use when being redirected by another ad server
NUM_DEST_URL_ESCAPES	Number of escapes to be used by your ad server when escaping the final destination URL. Required by some 3rd party ad servers to correctly handle destination URL redirection. Use this macro in conjunction with the CLICK_URL macro
NUM_DEST_URL_ESC_ESCAPES	Number of escapes to be used by your ad server when escaping the final destination URL. Required by some 3rd party ad servers to correctly handle destination URL redirection. Use this macro in conjunction with the CLICK_URL_ESC macro
CLICK_URL_ESC_ESC	Escaped version of CLICK_URL_ESC for use when the click URL must be escaped twice during redirect chains.
COMPANION_CLICK_URL	Click-through URL for the companion creative (banner or overlay).