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Help - Macro support in the AdMarvel system

1. Macro Support in the Ad Marvel System

Embed AdMarvel macros in HTML or JavaScript code to return the required values for client ads or mobile web ads. The client must be using the AdMarvel SDK. The following macros are available in the Mobile Web and Client SDK implementations:

Macro	Description	Example Value	Applicable For
{timestamp}	A decimal string, based on the current timestamp (in seconds and microseconds in the UNIX epoch).	11999990.77	Pixel URL Destination URL HTML/JS Banner Code
{random}	A 10 character alpha-numeric random string value.	babcdefe72	Pixel URL Destination URL HTML/JS Banner Code
{clickurl}	Add this to the HTML/JavaScript ad code. Tracks the ad clicks.	<a href="{clickurl}http://atti.velti.com/is/fb/434262/web.htm?random={timestamp}" target="new"><img src="http://atti.velti.com/wbrs/inject2?cid=434262&random={timestamp}"/></a> See details below	Pixel URL HTML/JS Banner Code Interstitial Video Toolbar
{bannerid}	Used for QA/Development. Unique ID identifying the served banner. It is a 5-7 digit numeric value.	1234567	Pixel URL Destination URL HTML/JS Banner Code
{campaignid}	Used for QA/Development. Returns a Unique ID identifying the campaign being served. It is a numeric value of 5 to 7 digits in length.	1234567	Pixel URL Destination URL HTML/JS Banner Code
{site_id}	Indicates the Site ID of the ad request. It is a numeric 4-5 digit value. Part of site provisioning.	9999	Pixel URL HTML/JS Banner Code
{partner_id}	Partner ID used in the ad request. 16 digit alphanumeric value for site provisioning.	8c9fa541f3a5a0c5	Pixel URL HTML/JS Banner Code
{width}	Provides the width of the banner image served.	320	Pixel URL Destination URL HTML/JS Banner Code
{height}	Provides the height of the banner image served.	50	Pixel URL Destination URL HTML/JS Banner Code
{format}	Returns the format of the ad request being made. Possible values are wap, iphone, or android. The iPhone and Android are ONLY returned when a request is made from the AdMarvel Client SDK. In case of a request from the mobile web on iPhone, it returns wap for format.	iphone, OR android, OR wap	Pixel URL HTML/JS Banner Code
{ip2lat}	Supported in banner HTML and destination URL. Replaced by latitude co-ordinates derived from the user's IP. Returns decimal value.	18.5333	Pixel URL HTML/JS Banner Code
{ip2long}	Supported in banner HTML and destination URL. Replaced by longitude co-ordinates derived from the user's IP. Returns decimal value.	73.8667	Pixel URL HTML/JS Banner Code
{TARGET_xxx} where xxx is the custom target parameter name	Custom target values may be returned. The custom target parameter is passed from the publisher application to the SDK to the ad. The macro name is app-dependent and formed by using that word in uppercase-TARGET, underscore <_>, and the exact parameter string, which is case-sensitive. For example, if the parameter passed from the app is Xyz=m, then the macro is {TARGET_Xyz} and the value 'm' will be returned. Had the macro been {TARGET_XYZ}, it would fail to return the appropriate value since the macro name is case-sensitive.	The value is exactly as sent by the app	Pixel URL HTML/JS Banner Code

{clickurl} Example Value

Add the {clickurl} macro after the href, as shown below:
<a href={clickurl}http://atti.velti.com/is/fb/434262/web.htm?random={timestamp}"target="new"> <img src="http://atti.velti.com/wbrs/inject2?cid=434262&random={timestamp}"/></a>

In the above example, the {clickurl} macro resolves to a URL similar to the following:
http://23.23.22.76/fam/ck.php?p=__pid=23fbd888eec9f778__sid=21163__bid=603012__cb=a80c4de1f7_ _h=1359141839__uid=23fbd888eec9f77855d0989f49d043c20142251dc8340cfa_ _s=464425ba443f7ec0c846930c451643f0__maxdest= So, the original destination URL is prefixed with the {clickurl} macro and is seen following maxdest=

2.Client SDK Specific Macros

Macro	Description	Example Value	Applicable For
{numeric_sdk_version}	For Android and iPhone client SDK implementation, it returns the AdMarvel SDK version for which a call is made. It is a 3 digit numeric value that corresponds to the client SDK downloaded. For example, iPhone 2.7.2 is mapped to version 272.	269	Pixel URL HTML/JS Banner Code
{adtype}	For iPhone client SDK implementation, returns the ad type requested-standard or interstitial ad unit. Possible values are banner or interstitial.	banner OR interstitial	Pixel URL HTML/JS Banner Code
{device_connection}	For iPhone client SDK implementation, returns the network connection type-wifi or cellular.	wifi OR cellular	Pixel URL HTML/JS Banner Code

3.Custom Parameters

In case custom parameters are passed as part of the ad request, the publisher can access the parameters in the ad's HTML/JavaScript code. For example, AGE, GENDER, etc.

Note: Supported by Pixel URL and Html template only, but not in Destination URL

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Help - Application Bundle ID

The application bundle identifier (BundleID) is a unique ID for your application and is a value set by application developers. It is represented in reverse DNS notation and is CASE SENSITIVE. Make sure you enter this exactly as in your application.

To obtain the correct bundleID, request it from the advertiser's application developers. For android, this is the same as Package name used by developers in the project. For iOS, this is also set in the application process and can also be found in iTunes Connect under: Manage apps, <app name>, in the Identifiers section, labeled as Bundle ID. An example BundleID is: com.mdnewsnow.ipad

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Help - Frequency Capping

Frequency Capping restricts the number of times a specific website user is shown a particular ad. This avoids banner impressions being wasted on the same user, impacting the CTR negatively.

Impression Cap:

Limits the maximum number of views a unique user can see a specific ad within a time period.
For example, 3 views/user/24-hours means after viewing the same ad 3 times, that user will not see it again for 24 hours.
Recommendation is to set 3 view/user/24-hours.
Caution: A higher cap may affect the campaign delivery.

Click Cap:

Limits the number of times a user sees an ad, based on the number of clicks made on that ad within a specified time period.
For example, 2 clicks/user/24-hours means after clicking the same ad 2 times, that user will not see it again for 24 hours.
Recommendation is to set 1 click/user/24-hours.
Caution: A higher cap may affect the campaign delivery.

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Site Status

Select the required site status. Disabling a site removes it from the Edit Linked Sites list, but is included in all applicable reports.Thus, all campaigns linked to the disabled site are automatically delinked. Test sites shouldn't have any production traffic if selected.

In case you select Test sites, ensure that they don't have any production traffic.

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Site Name

Enter a relevant site name. A good name can be to combine the publisher name with the device type, banner size, application section, creative type, operating system, and platform.
For example:

[PUBLISHER][DEVICE][SIZE][APP SECTION][CREATIVE TYPE][OS][PLATFORM] = [TestPub][Smartphone][Banner][Home][Standard][iOS][App]= TestPub_SMT_BNR_HM_STD_iOS_APP

Note: To delete a site, contact adsupport@admarvel.com

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Supported Size(s)

Select all the ad sizes supported by the specified site.

Note:

Given Banner sizes are examples. All proportionately scaled sizes are classified as banner type.
MREC (Medium Rectangle), Skyscraper, and Leaderboard are generally used for Desktop Websites and iPad/Android Tablet Apps.
Full page is generally used for expandable and interstitial.

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Audience Information

To maximize an ad campaign performance, select the business verticals that best represent the site's audience.

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Content Category

Select the relevant target audience groups of the site.

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Link to Site Group

Link the site to existing site groups, if applicable.

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Android SDK Banner

Supports banner delivery to Android applications using the AdMarvel SDK.

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Anvato SDK Banner

Supports banner delivery to Android applications using the AdMarvel SDK.

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Custom Image Banner

Suitable for non-standard banner sizes. Note: AdMarvel does not automatically detect and target compatible devices.

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HTML Banner

An HTML-based banner uses basic creatives and tags. For example: ATLAS, DFA, or a custom tag.

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SDK Interstitial Video

A small file size is recommended (less than 1MB) for an SDK interstitial video banner, so that it can load quickly even with slow connection speeds.

Video formats allowed are H.264 and MP4.

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iOS Retina Banner (SDK, Mobile Web)

iOS Retina banners target iOS devices that support retina displays.

The viewable size is 320x50 (actual size is 640x100 for the SDK version).For Mobile Web the viewable size is 300x50 (actual size is 600x100).

Note: AdMarvel does not automatically detect and target compatible devices.

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JavaScript Banner (Standard, MRAID, ORMMA)

Make sure to select the correct Banner Subtype.

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Medialets SDK Banner

For uploading banners from Medialets when using the AdMarvel SDK to deliver the ads. The important fields that need to be defined here is the Medialets App ID, which usually would come from a Medialets contact that worked on the apps and SDK integration. The Ad Id is the unique name/banner that lives in the Medialets ad server infrastructure.

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MMA Standard Image Banner

Ideal when multiple creatives are available and resolution targeting is available.

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Android SDK Banner

Supports banner delivery to Android applications using the AdMarvel SDK.

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SMS Banner

At a user's discretion, an advertiser can append the SMS sent by that user with a text ad, provided the total message is not more than 160 characters.

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Text Link

A text banner that requires the text to be displayed as a banner.

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VAST Interstitial Video Banner

VAST stands for Video Ad Serving Template. It's the IAB's standardized format for tracking video ads.

VAST provides a standard XML-based ad response for in-stream video for on-demand video players where the ad response is parsed prior to play.

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Android SDK Banner

Standard Banner: To be used when only 3 images are available (Large, Medium, Small)

Extended Banner: To be used when 4 images are available (XL, Large, Medium, Small)

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VAST Interstitial Video Banner

Video Ad Formats

Video ads fall into three large categories:
- Linear ads
- Non-linear ads
- Companion ads

AdMarvel supports linear ads.

Linear ads appear before, after, or during a break in the video content (otherwise known as pre-roll, post-roll, or mid-roll).

Video Ads Tracking

Tracking Impressions: Unlike display ads, where an impression is counted once the ad is requested, video ad impressions aren't counted until the video ad starts playing. Counting the video ad impression later ensures a more accurate impression count in the event that the user navigates away from the page due to a slow connection speed, a change in interest, or other reasons.

Tracking Events: The Internet Advertising Bureau (IAB) defines a number of tracking events that must be fired as video ads are played. Admarvel will classify VAST videos based on tracking events:

- Simple: It's a linear ad compatible with all iOS and Android SDK versions

- Advanced: It's a linear ad compatible with all iOS and Android SDK versions Greater or Equal to 2.3

- Pass Through: It's a linear ad compatible with all iOS and Android SDK Version. This VAST subtype is exclusive for AdMarvel partners (video AdNetworks). Nothing in the video can be customized. Only the Video URL is required.

See below the tracking events per VAST video subtype supported by AdMarvel

Tracking Event	Description	Simple	Advanced	Pass Through
Start	Number of impressions where the video was played. Event is logged once per view. If a user stops play and restarts it, the restart isn't counted.	Yes	Yes	No
Midpoint	Number of times the video reached its midpoint during play. Event is logged once per view. For example, if a user watches 20 seconds of a 30-second ad clip, then restarts the clip and watches it to completion, the event is counted once. However, if a user watches 10 seconds of a 30-second ad clip, then stops and exits, no midpoint event is counted.	No	Yes	No
Third Quartile	Number of times the video played to 75% of its length.	No	Yes
Complete	Number of times the video played to completion. Event is logged once per view. If a user restarts the clip, it's not counted again. For example, if user plays 30-second clip for full 30 seconds, event is logged. If user replays clip full 30 seconds, event isn't logged again. If, however, user plays 20 seconds of clip then stops and exits clip, no event is logged.	No	Yes	No
Pause	Number of times user paused ad clip. Event logged once per view. If user repeatedly starts and pauses ad clip, it's not counted again.	No	Yes	No
Resume	Number of times the user unpaused the video.	No	Yes	No
Mute	Number of times video player was in Mute state during play of ad clip. If player is muted before ad plays, it's counted the same as if user mutes player while ad plays. Event is logged once per view. If user mutes ad clip multiple times during play of ad, it isn't counted again.	No	Yes	No

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Size

This category is used to specify the placement dimensions. The significance of the selection is more about size type (dimension aspect ratio) rather than specific pixel dimensions. Multiple sizes (more than one at a time) may be selected concurrently.

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Execution Type

Specifies the way the banner is going to be executed. Multiple execution types (more than one at a time) may be selected concurrently.