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.

Win Price Macro Description
Value Description
${AUCTION_PRICE}

Settlement price for the auction. The substituted value will be defined in CPM. This macro should be used in the burl field, see the Response Bid Object section for usage details. As well as the burl field, its use is also supported in these fields:

  • For Native Responses: seatbid.bid.burl, seatbid.bid.adm_native.jstracker or seatbid.bid.adm_native.imptracker
  • For non-native Responses: seatbid.bid.burl or seatbid.bid.adm

Supplier Click Tracking URL Macro

If you require Buyers to include a click tracking macro in their creatives, Buyers will return this macro in the adm field. You should replace this macro with your Supplier click tracking URL. If you do not support click tracking macros and a Buyer replies with one in the adm field, BidSwitch will replace it with an empty string.

Note

In the case of video and native inventory, click tracking is handled on the Supplier side and the click macro is not used, nor is the adm field.

Click Tracking Macro
Value Type
${CLICK_URL:URLENCODE} 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 bid.adm field. Only single-encoded click tracking URLs are supported.

If requested, the Supplier click URL 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 by the Supplier 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