DoubleClick Macros – An Overview… Part 2
Continued from Part 1
File server macro
The
file server macro is an ad server macro most commonly used as a shortcut to
designate a creative file's path on DoubleClick's global creative and media
servers. Here's what it looks like:%%FILE:file_display_name%% where file_display_name is
the display name we can give to the creative file in DFP.
In
general, the file server macro will be replaced with the machine name for a
physical ad server when an ad serves. This is particularly beneficial for line
items that are served to multiple countries.
Notes:
- %h 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.
- The syntax for a creative file's path using %h is: %h/advertiser_ID/filename.ext. For example, for advertiser 12345678 and creative file dclk1.gif, the syntax would be:%h/12345678/dclk1.gif
- DART macros are case-sensitive. That is, %H is not a valid macro.
Geo ad server macro
The geo ad
server macro, %g, can be used in the click-through URL, the redirect URL,
and the custom code of a creative. This macro is used to track geographic
information - country code, state or province, telephone area code, postal
code, bandwidth, and DMA (Designated Marketing Areas) - using your proprietary
systems, after a website visitor clicks an ad served by DoubleClick for
Publishers. This macro can be implemented regardless of whether a line item has
been geographically targeted.
When %g expands
into a string, it displays the geographical information of the user to whom the
ad was served - assuming that the user's IP address can be looked up - as shown
here:
ct=US&st=CA&city=13358&dma=197&zp=94105&bw=0
Where:
- ct is
the key that returns a value for a country code
- st is
the key that returns a value for a U.S. state, territory, or Canadian
province
- city is
the key that returns a value for a city
- dma is
the key that returns a value for designated market areas
- zp is
the key that returns a value for a postal code
- bw is
the key that returns a value for bandwidth
Note:
- Macros are case-sensitive. That is, %G is not a valid macro.
- The expanded form of the geo ad server macro is not wrapped in quotes (single, or double). The macro can cause syntax errors with surrounding Javascript code if it's wrapped in quotes.
Height and width macros
The %%HEIGHT%% and %%WIDTH%% macros
insert the creative height and width into the custom code of a creative during
the ad serving process, based on the size of the ad slot where the creative is
being served.
These
macros can be especially useful if we are creating a creative template that you
want to reuse with creatives of different sizes. Instead of hard-coding the
size for each creative, you can let the height and width macros insert the
values into each creative dynamically.
We
can also use these macros in the custom code for creatives where we have
overridden the creative size (which you can do on the "Settings" tab
of a creative). When we override the size, we can enter multiple creative
sizes. The creative can then be served to ad units of any of those sizes. We
can use the height and width macros to add the dimensions dynamically to the
creative code when the creative is served.
Host name macro
The
host name ad server macro, %a, can be used in the redirect URL and custom
code of a creative. This macro expands into http://pubads.g.doubleclick.net.
Note:
DART macros are case-sensitive. That is, %A is not a valid macro.
Interstitial impression macro
The
interstitial impression macro enables the DFP ad server to record when an
interstitial impression is served from a creative that wasn’t built using one
of the built-in creative templates for pop-ups, pop-unders and floating Flash
overlays.
Use %%VIEW_URL_UNESC%% for
image creatives (JPG, GIF) and %%VIEW_URL_ESC%% for Flash creatives
(SWF).
Here's
an example of the proper implementation:
<img
src=%%VIEW_URL_UNESC%%http://www.acme.com/img/logo.gif>
Notes: %i
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.
Pattern match macro
We
can pass a custom variable into a creative using our creative targeting macro: %%PATTERN:key%%
Use
this macro to pass targeting values into a creative. This can be helpful if we
want to serve different creatives based on information we know about a user.
For example, maybe we have two creatives for a given line item: one that was
designed to appeal to female users and one that was designed to appeal to male
users.
- We
are passing the user's gender into an ad tag on your page via custom
criteria like this:
GPT tag:
googletag.defineSlot("/1234/adunit1/adunit2",
[728, 90],
"div-gpt-ad-123456789-0")
.addService(googletag.pubads())
.setTargeting("gender",
"male");
DART tag:
http://ad.doubleclick.net/ad/sitename/pagename;gender=male;ord=12323
- In
the custom or third-party creative, dynamically pass the criteria using
the following macro:<some creative script here>...&gender=%%PATTERN:gender%%
- The
entire macro of %%PATTERN:gender%% will be replaced with
"male".
- DFP
will call and serve the “male” creative file to this user.
Notes:
- %p 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.
- %p is not supported with GPT
tags. If you use GPT, you must use %%PATTERN:key%%.
- DART macros are
case-sensitive. That is, %P is not a valid macro.
Site name macro
The
site name ad server macro, %s, can be used in the click-through URL, the
redirect URL, the custom code of a creative, and click commands. This macro is
commonly used to track the name of the site (included in the ad tags) where
visitors clicked on an ad served by DART in a proprietary system. This macro
expands into the originating site's name as defined in DART, not into the DNS
name of the site.
Target window macro
The
target window macro instructs the user's browser to open the creative's landing
page in either the user’s existing window or a new window when the user clicks
on the creative.
For
example, the DFPNews.com ad unit has the target window set
to _top and the DFPFashion.com ad unit has it set to _new. If
the %%TARGET_WINDOW%% macro is included in the creative's code or
script, it will open a new window when a user of DFPFashion.com clicks on it
and an existing window if a user of DFPNews.com clicks on it.
Typically,
here’s where you’d see %%TARGET_WINDOW%% placed in the creative code:
<a
href="%%CLICK_URL_UNESC%%%%DEST_URL%%" target="%%TARGET_WINDOW%%"><img
src="my ad"></a>
Notes: %t 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.
Source: Google Support
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