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: 

http://www.site.com/?%eaid!;%ecid!              

Could become: http://www.site.com/?1234567;4265598

Notes:

The %e macro cannot be used by DFA clients running click-commands on DFP sites. The advertiser_id or page_id values, for instance, will populate with the DFP values instead of the intended DFA values.

This article will continue to Part 2

What is Click Tag?

A click tag is a parameter used in Flash banner ads. The parameter is a variable that defines the destination URL from the markup code. By using a click tag, the advertiser can easily see and modify the URL without a Flash developer.

The click tag is supported by every major ad server.  The click tag enables the ad serving network to gain metrics such as the amount of clicks and from which sites these clicks have been made. By reading the data gained by the click tag parameter, an advertiser can evaluate how effective the ad campaign has been.

Variations

There are no industry standards on how to program a click tag. The code for the programming is case-sensitive, but programmers format their capitalization differently so ad serving networks may require clickTAG, ClickTag, clickTag, or any variation of capitalization for that specific variable.

Some ad serving networks may also require the ad's programmer to specific the level or strata the advertisement directs to such as the Google click tag requirements. Other ad serving networks such as Myspace do not require root level specification.

Ad serving networks may also require protocol specification by forcing the URL to begin with "http:" as a security measure advised by Adobe. Adobe warns that a malicious website could source the banner and pass a URL that begins with "javascript;" or another pseudo-protocol creating a hole for malicious scripts. This would allow someone access to the site's data, cookies, or can perform actions on behalf of the website where the ad is placed.

Click tags also vary depending on the version of Flash or Action script used. And it's case sensitive in flash 7 and Above.

How to implement a clickTAG and how does it work?

You need to insert a transparent button into the top-most layer of your Flash banner. Then you assign the button an action with some special Action Script code that is designed to accept a click-tracking redirect URL as a parameter. Your button then uses that redirect URL as its link rather than having a direct link embedded inside the code.

Some clickTAG example :

AS2 Standard

on (release) {

            getURL (_root.clickTAG, "_blank");

}

AS2 Google Network

on (release) {      

            if (clickTAG.substr(0,5) == "http:") {      

            getURL(clickTAG, "_blank");}

}

ClickTAG advantages

This method offers a couple of advantages. The clickTAG might also be a script, on an ad server for instance, that tracks where the banner appears and when it is clicked. Thus this method affords you multifarious ways of launching your banner.

A further point is that in case of the clickTAG isn't passed; the banner won't work as link. This might be useful if the banner should be adopted as a header of a website.

Source: www.wikipedia.com and www.123-banner.com

101 Useful Websites for daily life

1.       screenr.com – record movies of your desktop and send them straight to YouTube.

2.       ctrlq.org/screenshots – for capturing screenshots of web pages on mobile and desktops.

3.       goo.gl – shorten long URLs and convert URLs into QR codes.

4.       unfurlr.come – find the original URL that’s hiding behind a short URL.

5.       qClock – find the local time of a city using a Google Map.

6.       copypastecharacter.com – copy special characters that aren’t on your keyboard.

7.       postpost.com – a better search engine for twitter.

8.       lovelycharts.com – create flowcharts, network diagrams, sitemaps, etc.

9.       iconfinder.com – the best place to find icons of all sizes.

10.   office.com – download templates, clipart and images for your Office documents.

11.   followupthen.com – the easiest way to setup email reminders.

12.   jotti.org – scan any suspicious file or email attachment for viruses.

13.   wolframalpha.com – gets answers directly without searching   – see more wolfram tips.

14.   printwhatyoulike.com – print web pages without the clutter.

15.   joliprint.com – reformats news articles and blog content as a newspaper.

16.   ctrql.org/rss – a search engine for RSS feeds.

17.   e.ggtimer.com – a simple online timer for your daily needs.

18.   coralcdn.org – if a site is down due to heavy traffic, try accessing it through coral CDN.

19.   random.org – pick random numbers, flip coins, and more.

20.   pdfescape.com – lets you can quickly edit PDFs in the browser itself.

21.   viewer.zoho.com – Preview PDFs and Presentations directly in the browser.

22.   tubemogul.com – simultaneously upload videos to YouTube and other video sites.

23.   ctrlq.org/dictation – online voice recognition in the browser itself.

24.   scr.im – share you email address online without worrying about spam.

25.   spypig.com – now get read receipts for your email.

26.   sizeasy.com – visualize and compare the size of any product.

27.   myfonts.com/WhatTheFont – quickly determine the font name from an image.

28.   google.com/webfonts – a good collection of open source fonts.

29.   regex.info – find data hidden in your photographs – see more EXIF tools.

30.   livestream.com – broadcast events live over the web, including your desktop screen.

31.   iwantmyname.com – helps you search domains across all TLDs.

32.   homestyler.com – design from scratch or re-model your home in 3d.

33.   join.me – share you screen with anyone over the web.

34.   onlineocr.net – recognize text from scanned PDFs – see other OCR tools.

35.   flightstats.com – Track flight status at airports worldwide.

36.   wetransfer.com – for sharing really big files online.

37.   hundredzeros.com – the site lets you download free Kindle books.

38.   polishmywriting.com – check your writing for spelling or grammatical errors.

39.   marker.to – easily highlight the important parts of a web page for sharing.

40.   typewith.me – work on the same document with multiple people.

41.   whichdateworks.com – planning an event? find a date that works for all.

42.   everytimezone.com – a less confusing view of the world time zones.

43.   gtmetrix.com – the perfect tool for measuring your site performance online.

44.   noteflight.com – print music sheets, write your own music online (review).

45.   imo.im – chat with your buddies on Skype, Facebook, Google Talk, etc. from one place.

46.   translate.google.com – translate web pages, PDFs and Office documents.

47.   kleki.com – create paintings and sketches with a wide variety of brushes.

48.   similarsites.com – discover new sites that are similar to what you like already.

49.   wordle.net – quick summarize long pieces of text with tag clouds.

50.   bubbl.us – create mind-maps, brainstorm ideas in the browser.

51.   kuler.adobe.com – get color ideas, also extract colors from photographs.

52.   liveshare.com – share your photos in an album instantly.

53.   lmgtfy.com – when your friends are too lazy to use Google on their own.

54.   midomi.com – when you need to find the name of a song.

55.   bing.com/images – automatically find perfectly-sized wallpapers for mobiles.

56.   faxzero.com – send an online fax for free – see more fax services.

57.   feedmyinbox.com – get RSS feeds as an email newsletter.

58.   ge.tt – quickly send a file to someone, they can even preview it before downloading.

59.   pipebytes.com – transfer files of any size without uploading to a third-party server.

60.   tinychat.com – setup a private chat room in micro-seconds.

61.   privnote.com – create text notes that will self-destruct after being read.

62.   boxoh.com – track the status of any shipment on Google Maps – alternative.

63.   chipin.com – when you need to raise funds online for an event or a cause.

64.   downforeveryoneorjustme.com – find if your favorite website is offline or not?

65.   ewhois.com – find the other websites of a person with reverse Analytics lookup.

66.   whoishostingthis.com – find the web host of any website.

67.   google.com/history – found something on Google but can’t remember it now?

68.   aviary.com/myna – an online audio editor that lets record, and remix audio clips online.

69.   disposablewebpage.com – create a temporary web page that self-destruct.

70.   urbandictionary.com – find definitions of slangs and informal words.

71.   seatguru.com – consult this site before choosing a seat for your next flight.

72.   sxc.hu – download stock images absolutely free.

73.   zoom.it – view very high-resolution images in your browser without scrolling.

74.   scribblemaps.com – create custom Google Maps easily.

75.   alertful.com – quickly setup email reminders for important events.

76.   picmonkey.com – Picnik is offline but PicMonkey is an even better image editor.

77.   formspring.me – you can ask or answer personal questions here.

78.   sumopaint.com – an excellent layer-based online image editor.

79.   snopes.com – find if that email offer you received is real or just another scam.

80.   typingweb.com – master touch-typing with these practice sessions.

81.   mailvu.com – send video emails to anyone using your web cam.

82.   timerime.com – create timelines with audio, video and images.

83.   stupeflix.com – make a movie out of your images, audio and video clips.

84.   safeweb.norton.com – check the trust level of any website.

85.   teuxdeux.com – a beautiful to-do app that looks like your paper dairy.

86.   deadurl.com – you’ll need this when your bookmarked web pages are deleted.

87.   minutes.io – quickly capture effective notes during meetings.

88.   youtube.com/leanback – Watch YouTube channels in TV mode.

89.   youtube.com/disco – quickly create a video playlist of your favorite artist.

90.   talltweets.com – Send tweets longer than 140 characters.

91.   pancake.io – create a free and simple website using your Dropbox account.

92.   builtwith.com – find the technology stack of any website.

93.   woorank.com – research a website from the SEO perspective.

94.   mixlr.com – broadcast live audio over the web.

95.   radbox.me – bookmark online videos and watch them later.

96.   tagmydoc.com – add QR codes to your documents and presentations .

97.   notes.io – the easiest way to write short text notes in the browser.

98.   ctrlq.org/html-mail – send rich-text mails to anyone, anonymously.

99.   fiverr.com – hire people to do little things for $5.

100.   otixo.com – easily manage your online files on Dropbox, Google Docs, etc                                 101.  ifttt.com – create a connection between all your online accounts.