Macros in programmatic advertising are dynamic placeholders used within ads, tracking URLs, and campaign parameters to automatically insert real-time data. These placeholders are replaced with specific values during the ad-serving process, allowing advertisers to optimize campaign performance and improve targeting accuracy.
By automating the insertion of data such as device information, placement details, or campaign parameters, macros enable more personalized ad delivery. This improves audience relevance, enhances engagement, and simplifies campaign tracking by automatically passing valuable information to advertisers’ analytics systems.
In addition, macros allow advertisers to automatically access important campaign data on their own platforms without requiring manual configuration.
What is a Macro?
A macro is a special string that acts as a placeholder and is dynamically replaced with an actual value when the ad request is processed.
All macros used in Targetoo follow the format:
%xxx%
In this format, “xxx” represents the specific parameter or value that will be inserted dynamically.
For example, a macro could automatically populate details such as the ad placement, device type, or campaign ID when the ad is served.
Types of Macros
Depending on where the value originates, macros are divided into two main categories:
SSP Values
These macros are replaced with data provided by Supply-Side Platforms (SSPs) or Ad Exchanges.
The information is collected from the bid requests generated during the programmatic auction.
Typical SSP-based data may include details such as the publisher environment, device information, or ad placement.
Targetoo Values
These macros are replaced with data that originates from the Targetoo platform itself.
The values are defined within the Targetoo user interface (UI) and correspond to campaign-specific information configured by the advertiser.
This may include internal campaign identifiers, advertiser settings, or other parameters managed directly within Targetoo.