url_encode

URLencodes the output of the macro

{{url | url_encode}}

json_encode

JSON encodes the output of the macro

{{user.interests | json_encode}}

{{timestamp}}

Shortcut for {{datetime.timestamp}}. Generates a 13 digit number. It is typically used in a third-party creative as a cache buster and/or unique identifier. If your third-party ad code has a placeholder like [timestamp], you'll want to replace it with {{timestamp}}

{{datetime.dayofweek}}

The current day of the week as a numeric index (starting with Sunday, range is 1-7)

{{datetime.hour}}

The current hour, 24-hour format (1-24)

{{datetime.minute}}

Minutes (0-59)

{{datetime.seconds}}

Seconds (0-59)

{{datetime.timestamp}}

Number of seconds since the Unix Epoch (same as {{timestamp}})

{{url}}

Returns the click URL for an HTML/JavaScript creative. If you have multiple landing pages it will return a random one. This macro enables Kevel to track the clicks of third-party creatives. It's usually added to the end of a URL in the form of click={{url}}. If you need to append the click URL to another URL, or use it as a URL parameter, use {{url|url_encode}}

{{urls[1]}}, {{urls[2]}}, {{urls[n]}}...

For use with multiple click URLs in the same creative. {{urls[1]}} corresponds to the first click URL, {{urls[2]}} corresponds to the second, and so forth

{{url|url_encode}}

Returns a click URL like {{url}}, but encodes all non-standard characters. Use {{url|url_encode}} if you need to append the click URL to another URL, or if you need to use the click URL as a parameter

{{request.keywords|join ","}}

Returns a comma separated list of keywords from an ad call. You can set keywords for your ad calls and pass them into the creative. That way, if a third-party creative requires keyword targeting, you can provide it. This macro is commonly added to the end of a URL in the form of keywords={{request.keywords|join ","}}

{{request.url.host}}

Generates the base domain of the site where the ad was served

{{request.url.href}}

The absolute URL of the page on which an ad is displayed

{{request.ip}}

The IP address of the user the ad is being displayed to

{{request.userAgent}}

The useragent of the user the ad is being displayed to

{{referrer.protocol}}

The protocol of the referrer, such as https:

{{referrer.hostname}}

The domain of the referrer, such as adzerk.com

{{referrer.port}}

The port of the referrer, such as 9000

{{referrer.host}}

The combined hostname and port, such as adzerk.com:9000

{{decision.id}}

The impression ID for this impression

{{impressionUrl}}

The impression tracking pixel for the decision, i.e. i.gif

{{ad.created}}

Date and time of the ad creation

{{ad.ecpm}}

The calculated eCPM of the ad

{{ad.goals.impression}}

If the ad is in an impression goal flight, the total impression goal

{{ad.flight.campaignId}}

The campaignID of the ad

{{ad.flight.priorityId}}

The priorityID of the ad

{{ad.flight.advertiserId}}

The advertiserID of the ad

{{ad.flight.isActive}}

Whether the flight of the ad is active (boolean)

{{ad.flight.keywordTargeting.include}}

The keyword targeting set on the flight

{{ad.flight.startDate}}

The start date of the flight

{{ad.flight.id}}

The flightID of the ad

{{ad.flight.rateType}}

The rate type of the flight

{{ad.flight.goalType}}

The goal type of the flight

{{ad.flight.name}}

The name of the flight

{{ad.flight.campaign.customFields.*nameOfCustomField*}}

The value of a custom field set on a campaign

{{ad.flight.campaign.isDeleted}}

If the campaign is deleted (boolean)

{{ad.flight.campaign.isActive}}

If the campaign is active (boolean)

{{ad.flight.campaign.isMediaPlan}}

If Sales Management is enabled, if the campaign is a media plan

{{ad.flight.channelId}}

The channelID of the flight

{{ad.flight.customFields.*nameOfCustomField*}}

The value of a custom field set on a flight

{{ad.flight.customTargeting}}

The custom targeting (Zerkel query) of the flight

{{ad.flight.isDeleted}}

If the flight is deleted (boolean)

{{ad.flight.price}}

The price of the flight

{{ad.flight.siteZoneTargeting.include}}

A list of site/zone targeting objects for the flight.

{{ad.flight.endDate}}

The end date of the flight

{{ad.flight.categories}}

The behavioral targeting categories of the flight

{{ad.customTargeting}}

The custom targeting (Zerkel query) on the ad level

{{ad.id}}

The ID of the ad

{{ad.isDeleted}}

If the ad is deleted (boolean)

{{ad.creative.id}}

The ID of the ad's creative

{{ad.creative.adType}}

The adType ID of the ad's creative

{{ad.creative.width}}

The width of the ad's creative

{{ad.creative.height}}

The height of the ad's creative

{{ad.creative.name}}

The name of the creative

{{ad.creative.contents[index].type}}

If the ad's contents are raw data or an image

{{ad.creative.externalImageUrl}}

The URL of the creative's image if it is hosted elsewhere

{{ad.creative.isActive}}

If the creative is active (boolean)

{{ad.creative.isDeleted}}

If the creative is deleted (boolean)

{{customData.[key]}}

Returns a value from the creative's custom JSON metadata. For example, {{customData.foo}} returns bar given "foo":"bar" on the creative

{{rawClickUrl}}

The raw URL of the creative. Will NOT track a click in reporting - instead use a ClickURL Macro

{{rawClickUrls[n]}}

Returns one of multiple raw click URLs. Will NOT track a click in reporting - instead use a ClickURL Macro

{{contentUrl}}

The path to a creative image hosted on Kevel. Unless the static domain is overridden, this will always be https://static.kevel.co/Advertisers. Otherwise, it will be https://CNAMEd-domain.com/Advertisers.

{{fileName}}

The file name of the creative image hosted on Kevel

{{externalUrl}}

The full path (including file name) of a creative image hosted outside of Kevel.

{{creativeContent.data.fileName}}

This has the same output as {{fileName}} but can be used within a creative template.

{{ct*VariableName*}}

The value of the Variable from a creative template field. This is set when creating a creative that uses a creative template.

{{site.title}}

The title of the site making the request

{{site.id}}

The siteID of the site making the request

{{placement.divName}}

The name of the div where the ad is serving

{{placement.zoneIds}}

An array of zoneIDs where the ad is served

{{device.brandName}}

Brand (ex: Nokia)

{{device.modelName}}

Model (ex: N95)

{{device.marketingName}}

In addition to Brand and Model, some devices have a marketing name (for ex: BlackBerry 8100 Pearl, Nokia 8800 Scirocco, Samsung M800 Instinct).

{{device.os}}

Operating system name

{{device.osVersion}}

Operating system version

{{device.osVersion.string}}

Full representation of the version string

{{device.osVersion.major}}

Major version number (group of digits before dot) if available. Defaults to 0 if no number represented

{{device.osVersion.minor}}

Minor version number (group of digits after dot) if available. Defaults to 0 if no number represented

{{device.browser}}

Information about the device browser

{{device.browserVersion}}

Which version of the browser

{{device.resolutionWidth}}

Screen width in pixels

{{device.resolutionHeight}}

Screen height in pixels

{{device.maxImageWidth}}

Image's maximum viewable width in pixels

{{device.maxImageHeight}}

Image's maximum viewable height in pixels

{{device.physicalScreenWidth}}

Screen width in millimeters

{{device.physicalScreenHeight}}

Screen height in millimeters

{{device.formFactor}}

Either "desktop", "phone", or "tablet"

{{location.city}}

The city of the user

{{location.dmaCode}}

The numeric Nielsen designated market area code

{{location.countryCode}}

The two-character country code

{{location.countryName}}

The full name of the country

{{location.latitude}}

The latitude of the IP

{{location.longitude}}

The longitude of the IP

{{location.metroCode}}

The metro code, such as ZIP code

{{location.region}}

The two-character code for the state, region, or province

{{datacenter}}

Boolean. If the request originates from a TAG known datacenter, returns true.

{{title}}

The headline of the RTB ad.

{{externalUrl}}

The external image URL of the ad.

{{rtb.nurl}}

The notification URL for the RTB ad. When hit, it completes the auction so revenue is recorded for the winning bidder.

{{user.key}}

Returns a string.

{{user.interests}}

Returns an array.

{{user.retargetingSegments}}

Returns an array.

{{user.partners}}

Returns an array of partner IDs if you are using user matching.

{{user.custom.*myKey*}

Returns any custom properties you've created, like {{user.custom.favoritePony}}

{{content.custom.[schema name].[the JSON object key of the contentkey]

Returns what's being requested from ContentDB

{{regs.gdpr}}

Returns true if the request is subject to GDPR regulation, i.e. it originates from an EU IP address. Otherwise returns false.

{{consent.gdpr}}

Returns true if the request has passed GDPR consent. Otherwise returns false.

%url%

{{url}}

%urlenc%

{{url|url_encode}}

%dfaurl%

{{url|add("&url=%u")}}

%timestamp%

{{timestamp}}

%keywords%

{{request.keywords|join ","}}

%siteurl%

{{request.url.host}}

%sitefullurl%

{{request.url.href}}

%siteid%

{{site.id}}

%sitetitle%

{{site.title}}

%zoneid%

{{placement.zoneIds[0]}}

%advertiserid%

{{ad.flight.advertiserId}}