⚙️ Publica Macros: Setup & Walkthrough

Publica macros allow you to dynamically insert metadata into ad requests, tracking URLs, and log events—whether you're using SSAI, CSAI, or hybrid setups. Macros act as placeholders that get replaced in real time with values like content titles, genres, campaign IDs, or device types.

This guide covers:

• ? What macros are and how they work

• ? The 4 macro types supported by Publica

• ? How to configure macros for use in URLs, events, and metadata fields

• ✅ Best practices to ensure correct macro resolution

? What Are Macros?

A macro is a variable that Publica replaces with a live value at runtime.

Think of it as a shortcut like {CONTENT_TITLE} or {DEVICE_TYPE}—these get replaced by values like "The Office" or "ConnectedTV" before the URL or event is processed.

For example:

Before (in your ad call):

https://ad.example.com/track?title={CONTENT_TITLE}&genre={CONTENT_GENRE}

After (during playback or request execution):

https://ad.example.com/track?title=The%20Office&genre=Comedy

? Macro Categories

1. ? General Macros

These are the most commonly used macros and cover content metadata, playback info, and device/environment data.

? Refer to pages 1–3 of the attached documentation for the full macro list.

2. ? Campaign Macros

Use these macros to dynamically insert campaign-specific values into ad server calls, bid requests, or tracking URLs.

These macros help track performance and link ad delivery to specific campaign attributes.

? Found at the bottom of page 4 in the macro documentation.

3. ? Incoming Macros

Use Incoming Macros when you need to send metadata from your own systems into Publica—such as data from a CMS, video player, or custom app.

Setup format (JSON):

{  "custom": {    "content_title": "Stranger Things",    "season": "3",    "episode_number": "1"  } }

Call the macro like this:

{INCOMING.CONTENT_TITLE}

Use cases:

• Inject custom metadata that’s not natively handled by Publica

• Extend content targeting beyond default macros

• Pass dynamic user session values

? Incoming macro examples are provided on page 4.

4. ? Post-Bid Macros

These macros are resolved after an ad is selected (e.g., during impression tracking or reporting).

? Use Post-Bid macros to enhance analytics, connect auction data, or populate server logs.

?️ Example: Using Macros in a Tracking URL

Here’s a generic ad tag or pixel with embedded macros:

https://analytics.adserver.com/pixel?title={CONTENT_TITLE}&device={DEVICE_TYPE}&year={YEAR}

If the viewer is watching "The Office" on a Roku TV, this could resolve to:

https://analytics.adserver.com/pixel?title=The%20Office&device=ConnectedTV&year=2005

✅ Best Practices

1. Map custom data using INCOMING macros

If you're passing metadata from your CMS or player, inject it in your request payload and reference it via {INCOMING.KEY}.

2. Test with live playback or debugger tools

Use test streams or tag debuggers to confirm that macros are being resolved correctly.

3. Follow naming conventions

Avoid spaces and use lowercase with underscores:
✅ {INCOMING.CONTENT_TITLE}
❌ {INCOMING.Content Title}

4. Use macros in campaign rules and targeting

Macros can be used for:

• Creative rotation based on {CONTENT_GENRE}

• Language-based targeting with {LANGUAGE}

• Filtering impressions by {DEVICE_TYPE}