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
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
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.
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.
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.
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)
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
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
