Overview of Master Tag Parameters

Greta
Greta
  • Updated

This table contains a list of master tag settings with descriptions and usage examples:

Parameter

Description

Example

adid

The IDFA (or advertising ID) is a unique string identifier that allows ad networks and other apps to identify a user anonymously. It can be reset by the user.

adid=38400000-8cf0-11bd-b23e-10b96e40000d

callback

Function that the server uses to wrap the JSON results.

call URL - http://adx.adform.net/adx/?mid=123456&callback=functionName

cat

Adform category IDs.

cat=1,2,3

cdims

Creative attribute

cdims=300x250

cttype

Type of click tracker. The admitted values are 1, 2 or 3:

1: Using a redirect capable of decoding

2: Using a redirect that not capable of decoding

3: Using out-of-band pixels.

cttype=1

cturl

Tracking URL for clicking

cturl=http%3A%2F%2Ftrack.url. com/click

dpr

Dynamic price (for header bidding only on publisher ad server side)

fd

Disables the second price auction type on SSP

fd=1

gdpr

This parameter tells vendors if a user is in the GDPR-affected area. Expected values are 1 (meaning “yes/true”) or 0 (meaning “no/false”).

gdpr=1

gdpr_consent

This parameter provides a consent cookie value containing all information for all purposes and for vendors to understand if a user has given consent for them to operate.

gdpr_consent=CONSENT_STRING

gpp

This parameter encodes all the information disclosed to a user and the expression of their choices, for all applicable regions.

See the IAB GPP Encoder tool fir efficient a gpp string creation.

h

Height of the placement

h=250

hidedomain

This hides the domain from all reports in Adform.

hidedomain=1

inv

Inventory source ID. If you don't know it, contact Adform Support.

This parameter is unique for each inventory source and is assigned to Ad Network/Publisher by Adform. Use this parameter if you want to create dynamic master tags. Otherwise, we advise to use the master tag ID.

inv=10

iturl

Tracking URL for impression.

iturl=http%3A%2F%2Ftrack.url. com/impression

lat

Latitude

lat=54.033586

lon

Longitude

lon=24.317993

maxp

Maximum CPM price

maxp=13

mcr

Custom data, that should be passed to third-party scripts.

mid

Master Tag ID. If you don't know the IDs for your master tags, contact Adform Support (publishers@adform.com).

mid=123456

minp

Minimum CPM price (also known as “hard floor price”)

minp=5.75

mkv

Key-value pair

mkv=key:value

mname

Global master tag (placement) name (only for dynamic master tags)

mname=250x100

msw

Search word

msw=key:value

pb

This variable contains the encoded passback URL. The URL should contain JavaScript code that will be transferred to the browser if the Adform system decides not to keep an impression.

pb=http%3A%2F%2Fpass back.url.com%2Fa%2Fad.js

pbvar

Predefined variable name. In cases where a passback URL cannot be provided, a predefined variable name can be used instead of a URL. Please refer to the Examples section for more details.

pbvar=passback

pdom

Publisher domain (only for dynamic master tags)

&pdom=domain.com

pos

Position. To provide the position ("Above the fold" or "Below the fold") to the bidder, use the values "atf" or "btf", respectively.

pos=atf

pt

Price type of the auction. Default value is "gross".

pt=net

pv

Enables/ allows viewable auction.

&pv=1

rnd

Cachebuster

rnd=123456789

rsrc

Request source (not to be modified by user).

0 - Default

1 - MobileAutodetect

2 - MobileInApp

3 - MobileWeb

schain

Serialized SupplyChain Object to be passed in master tag transactions. The serialization is composed of two items — the SupplyChainObject properties and the SupplyChainNode array. These two items are separated by a bang (!) character, for example, schain={SupplyChainObject properties}!{SupplyChainNode array}

SupplyChainObject properties include version and complete. These two values must be included at the beginning of the serialized value and must be separated by a comma (,). ver,complete .

SupplyChainNode array has required parameters asi, sid, and hp. Parameters of a SupplyChainNode array must be separated by a comma (,) and if there is more than one node, each must be separated by a bang (!) character.

schain=1.0,1!reseller.com,1234,1

sminp

CPM price (also known as “soft floor” price)

sminp=7.8

t

Request type. Accepted values are 1 — Script (standard tag), 2 — VAST XML, and 4 — JSON object (only for image tags). The default value is 1.

t=1

test

Identifies request as being for testing purpose only (value must be set to 1).

&test=1

url

Encoded referrer URL. If the tag is in an iframe, Adform can’t detect the referrer URL automatically. In that case, it can be specified in the "url" field.

url=http%3A%2F%2Foursite.com

w

Width of the placement

w=300

Verifying Parameters

To verify if your selected parameters are being transferred with the requests sent to the websites:

  1. Open the browser developer tools (press F12 or right-click anywhere on the page, then select “Inspect”).

  2. Go to the Console tab.

  3. Enter the following function, together with the request URL.

function decodeAdformUrl(a) { return a.split('&').map((part) => { try { return atob(part); } catch (ex) { return decodeURIComponent(part) } }); };decodeAdformUrl('Insert Request URL here')

Important

Remember to wrap the request URL in ('...').

4. Press Enter to receive a decoded version of the URL of the request below.

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Pass a Full URL into a Request

You can use the &url= parameter with synchronous tags, or you can use it with asynchronous tags if Adform master tag is loaded in an iframe.

Note

  • Domain information will not be passed if you selected the Hide Domain option of the placement General settings.

  • When batching placements, it's enough to have just one placement with the Hide Domain option selected for the setting to apply to other placements.

  • If several placements are implemented in a page, but they have different domain values in the Adform platform and you do not use the url parameter, the domain of the first ad placement in the request will apply to all the batched placements.

  • If a placement is implemented on a single domain, there is no need for you to pass a full URL via request. The Adform system will check if the domain value assigned in the placement settings is equal to the "referrer".

Pass a Web Page URL in Safari

Use this script to pass a web page URL in Safari:

<script type="text/javascript">

var adformtag = window.adformtag || [];

adformtag.push(function () {

adformtag.setRequestParam('url',
encodeURIComponent(window.location.href)); // add pageUrl parameter

});

</script>

Add the script to the page Header or Body section (before the first placement script) to change the referrer to a dynamic referrer where the placement is actually implemented (e.g., https://site.adform.com/ to https://site.adform.com/knowledge-center/white-papers/).

The correct information about the placement's location on the webpage is sent, and it will be possible to fulfill Publisher Ad Server targeting on the Safari browser. For example:

URL starts with https://site.adform.com/knowledge-center/white-papers/ or

URL Contains white-papers.

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