DoubleClick Macros – An Overview… Part 1
A macro is a
short piece of code that serves as a shortcut for a message to the ad server.
Macros will expand into a longer code string that the ad server can understand
when they’re included in creative code or click through URLs. Ad server macros
are useful for passing important information to your proprietary systems or
third-party ad servers.
If
the creative code is recognized as being from a certified vendor, then it will
automatically insert the proper macros. If DFP don't recognize the third-party
creative code, then we need to insert the macros manually. We can manually
insert the macro at the cursor's position in the 'Code snippet' field by
clicking one of the insert macro buttons. Work with respective third-party to
determine where to insert the macro.
For
clients upgrading from DART for Publishers: Creatives that we trafficked in DART
with DART macros will continue to serve as expected after we upgrade. However, it
is strongly recommend that we use the new syntax, where available. This list
represents all of the macros it supports in DoubleClick for Publishers for Creatives
which traffic after upgrading.
Cache-busting (random number) macro
The
cache-busting macro ensures that a fresh call is made to the ad server every
time the code is executed, so we’re accurately counting impressions. Here is
what the cache-busting macro looks like:
%%CACHEBUSTER%%
If
we don't add the cache-busting macro to the creative code, we’re more likely to
see impression counting discrepancies between DoubleClick for Publishers and a
third-party ad server. Note that not all third parties require the cachebuster
macro.
Most
creative vendors will offer a placeholder in their tag to insert cachebuster
macros.
For example, if your third-party creative code contains something like
this:
http://abc.3rd-party-serving.com/Targeting/adServer.php?ab=cd&e=12fg=click&ord=[RANDOM_NUMBER]
We
will want to select [RANDOM_NUMBER] and click the Insert
cachebuster macro button so that it replaces the placeholder:
http://abc.3rd-party-serving.com/Targeting/adServer.php?ab=cd&e=12fg=click&ord=%%CACHEBUSTER%%
Notes:
- %n will still work for creatives trafficked in DART, but we strongly recommend using the new syntax for all new creatives trafficked in the DFP upgrade.
- DART macros are case-sensitive. That is, %N is not a valid macro.
Click macro
A
click macro allows us to track clicks on our third-party creatives. There are
two types of click-tracking macros:
- Un-escaped
click macro: %%CLICK_URL_UNESC%%
- Double-escaped
click macro: %%CLICK_URL_ESC_ESC%%
As
a best practice, we recommend using an un-escaped click macro when the creative
hosted by another server is a standard image file (GIF/JPG). We should use the
double-escaped click macro for Flash (SWF) creatives and for certain third
parties. We can preview the ad and right-click it to determine its file type.
If we see a “Save Image As...” or “Save Picture As...” option appear in the
right-click menu, the creative is a standard image. If we see an “About Adobe
Flash Player...” option, the creative is a Flash creative.
Notes:
- A small number of third parties use double escaping (%%CLICK_URL_ESC_ESC%%). For certified third parties, we’ll auto-insert this double-escaped click macro; however, if you’re unsure if you need a double-escaped macro, you should reach out to the third party for confirmation.
- %c will still work for creatives trafficked in DART, but we strongly recommend using the new syntax for all new creatives trafficked in the DFP upgrade.
- Warning: If you don't put a click-tracking macro in the correct place in your third-party code, you will most likely not track clicks on the creative. Talk to your third-party creative provider to learn where to put the click macro.
Tips:
Do not enter the click macro as the
source of an image or iframe. Doing so results in a click being recorded every
time the image or iframe renders, which is not legitimate and is filtered out
as an invalid click.
Click-through URL macro
This
macro can be helpful if we are traffic a custom creative and we want the
click-through URL that you set in the creative trafficking screen to override
the click-through URL built into the custom creative code.
There
are three URL macros you can use:
- %%DEST_URL%%
- %%DEST_URL_ESC%%
- %%DEST_URL_ESC_ESC%%
Normally
the amount of escaping (whether we include ESC once, twice, or not at all)
depends on the third-party click-tracking company. Some third-party
click-tracking companies require the URL to be escaped, while others do not.
The
level of escaping required by a third-party click-tracking company is normally
specified in the tag with the click= string in the third-party ad tag
or custom creative code in DFP:
- click= escape
it once (%%DEST_URL_ESC%%)
- click1= escape
it once (%%DEST_URL_ESC%%)
- click0= don't
escape it (%%DEST_URL%%)
- click2= escape
it twice (%%DEST_URL_ESC_ESC%%).
Notes:
%u
will still work for creatives trafficked in DART, but strongly recommend using
the new syntax for all new creatives trafficked in the DFP upgrade.
Expand macro
This
macro is most commonly used to track line items with your backend reporting system. %e is
used in combination with match tables, which provide a relationship between the
ID number in the database and the ID number in DoubleClick for Publishers. This
can be useful for troubleshooting; for example, a trafficker only has to look
at the ad server response in order to see the line item ID or creative ID that
served to an ad tag.
We
can insert the %e macro at the end of the ad's click through URL in
its creative assignment (for example: http://www.firstautomobile.com/?%ecid!; inserts
the creative ID for the line item).
The
different expand macros available are:
- %eaid! --
expands with line item ID
- %ecid! --
expands with the creative ID
- %eenv! --
expands with the environment (tag type) indicator. For example, 'i' if
iframe, 'j' if JavaScript, etc.
- %esid! --
expands with the first-level ad unit ID serving the line item
- %epid! --
expands with the second-level ad unit ID serving the line item
- %eadv! --
expands with the advertiser ID of the line item being served
- %ebuy! --
expands with the order ID of the line item being served
The %e macros can be separated from
one another in the click through URL with any character that is safe for use in
DFP click through URLs:
Could become: http://www.site.com/?1234567;4265598
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