Substitution Macros¶
Win price macro¶
In order for the exchange to convey certain information to the winning bidder (e.g., the settlement price), some substitution macros can be inserted into the win notice URL. Prior to calling a win notice URL, BidSwitch will search the specified URL for any of the defined macros and replace them with the appropriate data.
Note
The substitution is simple in the sense that wherever a legal macro is found, it will be replaced without regard to syntax correctness.
Value |
Description |
---|---|
|
Settlement price for the auction. The substituted value will be defined as CPM.
|
Supplier Click Tracking URL Macro¶
Some Suppliers require the Buyer to add a Supplier click URL macro to all creatives for click reporting. Buyers wishing to bid on such bid requests should add the click tracking macro to the creative markup. The Supplier will replace the macro with the Supplier click tracking URL. If the Supplier doesn’t support click tracking macros, then BidSwitch will replace the tracking macro with an empty string.
Note
This is a strict requirement if the bid request contains
placement.display.event.clktrkrq
field and is strongly recommended in other cases.In the case of video and native inventory, click tracking is handled on the Supplier side and the click macro is not used, as well as the
adm
field.
Value |
Type |
---|---|
|
A placeholder for the Supplier click tracking URL in URL encoded form.
Required for bids to Suppliers that support click tracking.
No more than one click tracking macro can be used in the |
The Supplier click URL (if present) should be inserted before the landing page in the creative. The landing page URL should be single-escaped. For example, if the Buyer click-URL contains
http://dsp.com/click?bc=dnJD723&sspclick=${CLICK_URL:URLENCODE}
The macro is replaced and the user clicks the resulting URL
http://dsp.com/click?bc=dnJD723&sspclick=http%3A%2F%2Fssp.com%2Fclick%3Fic%3DbKk4%26lp%3D
The Buyer unescapes the sspclick
parameter and redirects to the target URL
while adding the landing page at the end
http://ssp.com/click?ic=bKks3k4&lp=http%3A%2F%2Fadvertiser.com%2Fhomepage
Note
Some Suppliers may keep the /
and :
characters unencoded, thus the
resulting click URL may take a form such as the following
http://dsp.com/click?bc=dnJD723&sspclick=http://ssp.com%2Fclick%3Fic%3DbKk4%26lp%3D
True Price Macro¶
The true price macro can used in the win notice URL. This macro will indicate whether
the Bid Response was processed by True Price, and it should be used in conjunction
with the ${AUCTION_PRICE}
macro.
Value |
Type |
---|---|
|
A placeholder which BidSwitch will populate with information indicating if True Price processed the Bid Response. The field can be populated with the following values:
|
# syntax to include in Bid Response
http://adserver.com/winnotice?impid=102&winprice=${AUCTION_PRICE}&trueprice=${AUCTION_TP_MODE}
# Example Return
http://adserver.com/winnotice?impid=102&winprice=4&trueprice=2