Macros: Syntax and descriptions

The following macros are currently supported:

  • ${ACCEPT_LANGUAGE}
  • ${BUYER_BILLING_CODE}
  • ${BUYER_LINE_ITEM_CODE}
  • ${BUYER_LINE_ITEM_ID}
  • ${CAMPAIGN_CODE}
  • ${CAMPAIGN_ID}
  • ${CATEGORY_ID}
  • ${CLICKURL} (unencoded) and ${CLICKURLENC} (encoded)
  • ${CREATIVE_CODE}
  • ${CREATIVE_ID}
  • ${IMAGEURL}
  • ${LINE_ITEM_CODE2}
  • ${PIXEL_CONTEXT}
  • ${PRICE}
  • ${PRICE_CENTS}
  • ${PRICE_IN_CENTS}
  • ${PRICING_TYPE}
  • ${PUBLISHERID}
  • ${PUB_LINKED_ENTITY_ID}
  • ${PUB_PROTOCOL} (unencoded) and ${PUB_PROTOCOL_ENC} (encoded)
  • ${QUERY_STRING} (unencoded) and ${QUERY_STRING_ENC} (encoded)
  • ${REQUESTID}
  • ${SECTION_CODE}
  • ${SECTIONID}
  • ${SELLER_BILLING_CODE}
  • ${SELLER_LINE_ITEM_CODE}
  • ${SELLER_LINE_ITEM_ID}
  • ${SITE_CODE}
  • ${SITEID}
  • ${SOURCEURL} (unencoded) and ${SOURCEURLENC} (encoded)
  • ${USER_AGENT}
  • ${USER_CITY}
  • ${VURLID}

Accept-language: ${ACCEPT_LANGUAGE}
Returns user browser language information to the advertiser from the HTTP header, ACCEPT-LANGUAGE. Works with Exchanged-hosted ads, third-party code, or URL creatives only. Manually insert the macro after an advertiser defined placeholder.

Buyer billing code: ${BUYER_BILLING_CODE}
Inserts the buyer entity’s integration code so that the managing entity can track buyer performance using its own tracking codes. Must be inserted manually. Requires that a value be entered in the “Integration code” field of the buyer’s Properties pop.

Buyer line item code: ${BUYER_LINE_ITEM_CODE}
Inserts the buyer line item’s integration code so that the managing entity can track performance of advertiser line items, using its own tracking codes. Must be inserted manually. Requires that a value be entered in the “Integration code” field of the buyer Line item details pop.

Buyer line item ID: ${BUYER_LINE_ITEM_ID}
Inserts the buyer line item’s RMX ID. Must be inserted manually.

Campaign code: ${CAMPAIGN_CODE}
Inserts the campaign’s integration code so that the advertiser can track campaign performance using its own tracking codes. Must be inserted manually into the creative content or clickthrough URL. Requires that a value be entered in the “Code” field of the Campaign detail pop.

Campaign ID: ${CAMPAIGN_ID}
Inserts the campaign’s RMX ID. Must be inserted manually.

VURL category ID: ${CATEGORY_ID}
Inserts the RMX ID of the category of VURL where the ad call originated. Must be inserted manually.

Click tracking: ${CLICKURL} (unencoded) and ${CLICKURLENC} (encoded)
Inserts a RMX clickthrough URL so that clicking on the ad first directs users to the RMX ad server (to record the click) before redirecting them to the advertiser’s URL specified in the HREF section of the tag. The creative wizard automatically inserts the macro into the creative tag whenever possible. Insert manually otherwise.

Creative code: ${CREATIVE_CODE}
Inserts the creative’s integration code so that the advertiser can track creative performance using its own tracking codes. Must be inserted manually into the creative content or clickthrough URL. Requires that a value be entered in the “Code (optional)” field when trafficking the creative in the creative wizard.

Creative ID: ${CREATIVE_ID}
Inserts the creative’s RMX ID. Must be inserted manually into the creative tag.

Uploaded file path: ${IMAGEURL}
Inserts the URL location of an image file. Use only when trafficking supporting files for a creative. The creative wizard automatically inserts the macro into the creative tag whenever possible. Insert manually otherwise.

Line item secondary code: ${LINE_ITEM_CODE2}
Inserts the seller line item’s secondary integration code so that the managing entity can track performance of seller line items, using its own tracking codes. Must be inserted manually. Requires that a value be entered in the “Integration code (2)” field of the seller Line item detail pop. Use if you require another line item integration code in addition to ${SELLER_LINE_ITEM_CODE}.

Pixel context: ${PIXEL_CONTEXT}
Inserts a “context” variable in the creative’s clickthrough URL so that the advertiser can track conversion events using conversion tokens instead of conversion pixels. Use only if you are enabling server-side conversion tracking. Must be inserted manually. See Tracking conversion without cookies (server-side conversion tracking).

Price (in dollars): ${PRICE}
Inserts the price paid for an impression (in dollars) so that the advertiser can track the creative’s performance. Must be inserted manually into the creative content or clickthrough URL. See also ${PRICE_CENTS} or $PRICE_IN_CENTS}.

Price (in cents): ${PRICE_CENTS} or ${PRICE_IN_CENTS}
Inserts the price paid for an impression (in cents) so that the advertiser can track the creative’s performance. Must be inserted manually into the creative content or clickthrough URL. ${PRICE_CENTS} and ${PRICE_IN_CENTS} are the same; your third party ad server may prefer one over the other. See also ${PRICE}.

Pricing type: ${PRICING_TYPE}
Inserts the buyer line item’s pricing type so that the advertiser can track the creative’s performance. Must be inserted manually into the creative content or clickthrough URL. Possible values: CPM, PC, CPA, Dynamic, Revshare, Discretionary.

Publisher ID: ${PUBLISHERID}
Inserts the publisher entity’s RMX ID. Must be inserted manually.

Publisher linked entity ID: ${PUB_LINKED_ENTITY_ID}
Inserts the ID of the linked network managing the advertiser if the publisher is not managed by the same network. If both advertiser and publisher are managed by the same network, this will be null (0).

Publisher protocol: ${PUB_PROTOCOL} (unencoded) and ${PUB_PROTOCOL_ENC} (encoded)
Inserts the right transfer protocol for links within creatives, which have the ability to serve on both secure (https://) and non-secure (http://) ad calls. If encoded, inserts the right encoded transfer protocol for creatives. For example:
http:// -> http%3A%2F%2F
https:// -> https%3A%2F%2F

Query string: ${QUERY_STRING} (unencoded) and ${QUERY_STRING_ENC} (encoded)
Returns publisher query string values to the advertiser. Works with Exchanged-hosted ads, third-party code, or URL creatives only. Manually insert the macro after an advertiser defined placeholder.

Cache-busting/Random number: ${REQUESTID}
Inserts a time stamp or random number to ensure that a browser or proxy server requests a fresh creative on every ad call, rather than serving a previously served creative that remains in the browser’s cache. If cache-busting is required by a third party ad server, the creative wizard automatically inserts the macro into the creative tag whenever possible. Insert manually otherwise by replacing the placeholder, such as [CACHEBUSTER], with ${REQUESTID}.When you preview and test creatives in the creative wizard, the RMX ad server replaces the macro with a random number to ensure that the creative displays properly.

Section code: ${SECTION_CODE}
Inserts the publisher’s section code so that the publisher can track performance of its sections, using its own tracking codes. Requires that the publisher use section codes. Must be inserted manually.

Section ID: ${SECTIONID}
Inserts the publisher section’s RMX ID. Must be inserted manually.

Seller billing code: ${SELLER_BILLING_CODE}
Inserts the seller entity’s integration code so that the managing entity can track seller performance using its own tracking codes. Must be inserted manually. Requires that a value be entered in the “Integration code” field of the seller’s Properties pop.

Seller line item code: ${SELLER_LINE_ITEM_CODE}
Inserts the seller line item’s integration code so that the managing entity can track performance of seller line items, using its own tracking codes. Must be inserted manually. Requires that a value be entered in the “Integration code” field of the seller Line item detail pop. If you require an additional (secondary) line item integration code, use ${LINE_ITEM_CODE2}.

Seller line item ID: ${SELLER_LINE_ITEM_ID}
Inserts the seller line item’s RMX ID. Must be inserted manually.

Site code: ${SITE_CODE}
Inserts the publisher’s site code so that the managing entity can track performance of its managed publishers’ sites, using its own tracking codes. Requires that the publisher use site codes. Must be inserted manually.

Site ID: ${SITEID}
Inserts the publisher site’s RMX ID. Must be inserted manually.

Source URL: ${SOURCEURL} (unencoded) and ${SOURCEURLENC} (encoded)
Inserts the URL of the site where the ad call originated, so that the advertiser can track the URL that called their ad. Must be inserted manually into the creative content or clickthrough URL. Depending on the advertiser’s requirements, use either the unencoded macro or the encoded macro.

User agent: ${USER_AGENT}
Returns user browser information to the advertiser from the HTTP header, USER_AGENT. Works with Exchanged-hosted ads, third-party code, or URL creatives only. Manually insert the macro after an advertiser defined placeholder.

User city: ${USER_CITY}
Inserts the name of the city where user is located, based on user’s IP address. Must be inserted manually.

VURL ID: ${VURLID}
Inserts the VURL’s RMX ID. Must be inserted manually




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