Mapping macros against Pixalate Key Value parameters

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During the integrating process, your Customer Success representative will provide a macro mapping form that needs to be filled out for each ad serving platform. The appropriate ad server macro must be provided then submitted to Pixalate for review. Once macros are finalized, Pixalate will generate and provide tags with the macros already inserted for each parameter.

Supported Macro Parameters for Publishers (No AdServer)

Name Dashboard Name Definition Recommended / Required
All Environments
Pixalate Client ID N/A Supplied client identifier Hard coded by Pixalate
Platform ID Ad Platform ID of the platform or ad server the tags will be implemented in Hard coded by Pixalate
Creative size Ad Unit Size The width and height of the creative unit.  (width x height) Recommended (Domain, InApp) Required for Viewability measurement.
User IP (API Only) Client/user IP address (this should include X-Forward-For client IPs - https://developer.mozilla.org/en-US/docs/Web/HTTP/Headers/X-Forwarded-For) Required (domain,InApp)
Auction ID/Impression ID (API Only) Also can be considered an impression ID, in the case of direct page and InApp integration a random unique. number can be generated that can identify each impression. At least 16 characters long (Alphanumeric preferred) Required (domain,InApp)
Placement ID* Site Placement Ad server ID of the placement/adslot/tag as implemented on a website. Each placement on a page should have a unique ID. For example, a website with a 300x250 above the fold should have a different placement ID than the a 300x250 below the fold on the same page. Required (domain,InApp)
Supply Type Supply Type  The type of supply generating the impression (Display, Mobile web, Mobile In App) for both Display and Video. This can be passed dynamically or hardcoded in the tag Required (domain,InApp)
Device OS (API Only) Operating System of the device. Recommended (Domain, InApp)
User-Agent (API Only) User Agent of the device  Recommended (Domain, InApp)
Cachebuster Not Available Unique alphanumeric value that prevents a browser from reusing a file it has already seen and cached, or saved, to a temporary memory file (or use the IAB VAST 4.1 [CACHEBUSTING] macro where supported). Required for JS implementation.
Domain Environment
Page URL URL Page URL the ad loaded on. Recommended (Domain)
App Environment
APP ID/Bundle ID App ID

The bundle/app ID that is unique to its relative App Store (iTunes, Google Play). This can also be hardcoded in the tag for direct InApp integration.

Example:

App ID: 1207472156 (iOS & tvOS), G18012010833 (Samsung smart TV).

Bundle ID: com.foxsports.videogo (mobile & CTV)

Required (InApp)
Device ID (API Only) User Identifier such as UDID, IDFA, WIN ID, AAID, RIDA, AFAI. Required (InApp)

Supported Macro Parameters (All)

Name Dashboard Name Definition Recommended / Required
All Environments
Pixalate Client ID N/A Supplied client identifier Hard coded by Pixalate
Platform ID Ad Platform ID of the platform or ad server the tags will be implemented in Hard coded by Pixalate
Advertiser ID* Advertiser Ad server ID for the top level advertiser/demand partner Recommended
Campaign ID* Campaign Ad server ID for the campaign (group of tags) provided by an advertiser Recommended
Creative ID* Creative Ad server ID for the individual demand side creative or tag. Recommended
Publisher ID* Publisher Ad server ID for the publisher organization that owns a group of websites. This can sometimes be the same as the SellerID if you have a direct relation with the publisher. Recommended
Site ID* Site Ad server ID for the website. Recommended
Line Item ID* Line Item Ad server ID for the line item Recommended
Bid price Bid Price The price that was offered. Recommended
Clear Price (API Only) The price at which the auction is cleared. Recommended
Creative size Ad Unit Size The width and height of the creative unit.  (width x height) Recommended
Page URL URL Page URL the ad loaded on. Recommended
User ID (API Only) This is an ID that identifies a specific user. This is different than a UDID/IDFA device ID. For example, one might want to pass in here the cookie ID Required
User IP (API Only) Client/user IP address (this should include X-Forward-For client IPs - https://developer.mozilla.org/en-US/docs/Web/HTTP/Headers/X-Forwarded-For) Required
Custom (API Only) Reserved for custom values. Data passed for kv5 can be displayed in the Pixalate dashboard.   
UTM Value (API Only) Reserved for a UTM parameter in the URL which identifies the traffic source to the website  
Seller ID* Seller Ad server ID for the organization directly purchasing the inventory through. An SSP for example. Recommended
UTM Value (API Only) Reserved for a UTM parameter in the URL which identifies the traffic source to the website  
ISP (API Only) Name or ID of the Internet Service Provider Recommended
Auction ID/Impression ID (API Only) Also can be considered an impression ID, this ID is to specify each individual impression or request. Per the IAB's Open RTB V2 guidelines, the auction ID is a required top-level globally unique bid request object attribute (or use the IAB VAST 4.1 [TRANSACTIONID] macro where supported). Required (minimum character limit is 16 and alphanumeric value is recommended)
Placement ID* Site Placement Ad server ID of the placement/adslot/tag as implemented on a website. Each placement on a page should have a unique ID. For example, a website with a 300x250 above the fold should have a different placement ID than the a 300x250 below the fold on the same page. Required
Geographic Region (API Only)

Country or Geographic Region of the originating user location

Recommended
Supply Type Supply Type  The type of supply generating the impression (Display, Mobile web, Mobile In App) for both Display and Video. This can be passed dynamically or hardcoded in the tag Hard coded by Pixalate or can be passed by client macro
Device OS (API Only) Operating System of the device. Recommended
User-Agent (API Only)
User Agent of the device (or use the IAB VAST 4.1 [DEVICEUA] macro where supported).
Recommended
Supply chain object (API Only) Serialized supply chain object as shown in this spec page

Recommended

Cachebuster Not Available Unique alphanumeric value that prevents a browser from reusing a file it has already seen and cached, or saved, to a temporary memory file (or use the IAB VAST 4.1 [CACHEBUSTING] macro where supported). Recommended
SDK User ID Not Available Unique user ID assigned by the SDK Recommended
IDFV Not Available Identifier for Vendor.It is unique ID for all the App running on a given device from one Developer. Recommended
"Do not track" indicator Not Available A flag to determine if the user set the "do not track" option on their device to true or false (values accepted are "1" for true or "0" for false Recommended
Mobile and CTV Environments
MRAID Version (API Only) Version of the MRAID API used to deliver the ad (mobile only) Recommended
Latitude (API Only)
Latitude location value of the user if available.
Required
Longitude (API Only) Longitude location value of the user if available. Required
APP ID/Bundle ID App ID

The bundle/app ID that is unique to its relative App Store (iTunes, Google Play). If a separate macro is available for App ID then kv32 will be used for that and kv18 will be reserved for Bundle ID. 

Example:

App ID: 1207472156 (iOS & tvOS), G18012010833 (Samsung smart TV).

Bundle ID: com.foxsports.videogo (mobile & CTV)

Required
Device ID (API Only) User Identifier such as UDID, IDFA, WIN ID, AAID, RIDA, AFAI. Can be passed through one macro or multiple macros. Required 
Carrier ID (API Only) ID of the mobile carrier  Recommended
App Name (API Only) App Name (separate from app/bundle ID) as listed by the platform or ad server Recommended
Device manufacturer/model (API Only) The manufacturer and/or model of the device Recommended
SSAI Integration (API Only) Declares if this impression came from an SSAI integration (0=no, 1=yes) Recommended
App version (API Only) Version of the app that fired the ad impression Recommended for mobile
Video Environments
Video Length (API Only) Duration of the video ad.  Recommended
Content ID (API Only) ID of the video content.  Recommended
Video Play Status Video Play Status Indicates the current state of the player, such as whether or not the video is Auto-Play or Click-to-Play Required / Hard coded by Pixalate

* IDs which are represented in the ad server. Ad server values must be provided in order to identify and optimize against data as represented in the ad server.

Failing to pass values marked as required may prevent certain Invalid Traffic types from being detected.

VAST 4.1 Standardized Macros

The following is a list of IAB VAT 4.1 standardized macros supported by Pixalate. 

For more information about VAST 4.X macros, please see here.

This page contains the latest/current list of the "official" macros defined by the IAB Tech Lab's Digital Video Technical Working Group. The purpose of this page is to allow new Macros to be added to the supported list without requiring a new version of VAST to be released. 

 

Macro Type Example Value
[ERRORCODE] integer  12345678 
[MEDIAPLAYHEAD] or [ADPLAYHEAD]  timecode Encoded: 00%3A05%3A21.123 
[ASSETURI] string Encoded:
https%3A%2F%2Fmyadserver.com%2Fvideo.mp4
[VASTVERSIONS] Array<integer> 2,3,5,6,7,8,310
[IFATYPE] string  rida 
[IFA]

uuid

123e4567-e89b-12d3-a456-426655440000
[CLIENTUA] string  Encoded: MyPlayer%2F7.1%20MyPlayerVastPlugin%2F1.1.2
[SERVERUA] string  Encoded:
AdsBot-
Google%20(%2Bhttp%3A%2F%2Fwww.google.com%2Fadsbot.h
tml)
[DEVICEUA] string Encoded: Mozilla%2F5.0%20(X11%3B%20Linux%20x86_64)%20AppleWe bKit%2F537.36%20(KHTML%2C%20like%20Gecko)%20Chrome% 2F51.0.2704.103%20Safari%2F537.36
[DEVICEIP] string 

IPv4: 8.8.8.8

IPv6 encoded:
2001%3A0db8%3A85a3%3A0000%3A0000%3A8a2e%3A0370%3A73
34

[LATLONG] number,number 51.004703,3.754806
[DOMAIN] string www.mydomain.com
[PAGEURL] string Encoded:
https%3A%2F%2Fwww.mydomain.com%2Farticle%2Fpage

[VIDEOPLAYSTATUS]

string

Indicates the current state of the player, such as whether or not the video is Auto-Play or Click-to-Play

[PLAYERSIZE] integer,integer 640,360 
[REGULATIONS] Array<string> gdpr
[ADTYPE] string video 
[TRANSACTIONID] uuid 123e4567-e89b-12d3-a456-426655440000
[BREAKPOSITION] integer  2
[APPNAME] string com.example.myapp
[PLACEMENTTYPE] integer 1

[AUTOREFRESH]

string

Self-reported by publishers for purposes of delineating activity derived from page or site-level auto-refresh.

[PLAYERSTATE] string autoplayed,fullscreen
Purchased/Acquired Traffic string purchased,acquired