?️ How to Use and Set Up Macros in SpringServe

? What Are Macros?

In SpringServe, macros are placeholders used in ad tag URLs that get dynamically replaced with relevant data—like IP addresses, device types, or video content metadata—when the ad request is made.

Think of macros like "fill-in-the-blanks" that SpringServe completes in real time based on each viewer's context.

?️ Setting Up Macros in Demand Tags

To include macros in your demand tag URLs, you embed them using curly brackets. For example:

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https://example.com/ad?ip={{IP}}&ua={{UA}}&content={{CONTENT_ID}}

Steps:

1. Open your SpringServe console.

2. Navigate to your demand tag (under Demand > Tags).

3. In the tag URL, insert any macros you want to pass, using double curly brackets {{ }}.

Important: Ensure your demand partner supports these macros in their endpoint.

? Suggested Macros (with Examples)

On page 1–2 of your reference, there is a giant table of Supported Macros & Query String Parameters, categorized by use cases like Device, Geo, Player, Content, etc.

Here are some common macro examples:

✅ You can mix and match multiple macros in the same tag. Make sure to test them using a tag validator.

? How to Use Passthrough Macros

If your demand partner needs data not natively supported by SpringServe macros, use passthrough macros instead (explained at the bottom of page 3).

? Example:

Let’s say the demand partner needs the app version but there’s no macro for it. Use:

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https://example.com/ad?appversion={{QUERYSTRING.appver}}

Then, in your supply tag, append:

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&appver=1.2.3

SpringServe passes appver=1.2.3 through to the demand tag.

Types of Passthrough Macros:

1. {{URL.querystring}} – Encodes the request URL.

2. {{QSP.querystring}} – Similar but leaves commas unencoded.

3. {{QSPN.querystring}} – Leaves most special characters unencoded.

4. {{QSPENC.querystring}} – Unencoded variant (risky but flexible).

? Advanced: CTV & OMSDK Macros

From page 2–3, there are advanced macros for:

• CTV targeting (e.g., {{CTV_DEVICE_MAKE}}, {{CTV_APP_ID}})

• OMSDK verification (e.g., {{OMID_PN}}, {{OMID_PV}})

These are essential for:

• App-level targeting

• SDK-integrated inventory verification

• Brand safety and transparency

✅ Macro Testing Tips

1. Use the Tag Validator inside SpringServe to test tag URLs with macros.

2. Enable test impressions to inspect how macros resolve.

3. Compare logs with demand partner expectations to confirm proper transmission.

? Key Takeaways

? Reference Links from SpringServe (visible on page 1 & 3)

• Demand Tag Setup

• Suggested Macros

• Passthrough Macros