Also see: Macros for Buyers
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A macro is a placeholder typically used in a third-party tracker URL (audio impression pixel) that Triton's ad server replaces with a specific value at time of delivery. This is done to dynamically populate third-party tracker and attribution service URL query parameters with values specific to that ad, content, or user.
You might have to edit your macros so they conform to the @MACRO@ format, as described below.
Triton Digital Macro Format
Macros are not case sensitive but it is preferred and recommended to use ALL UPPERCASE.
Macros should be in the Triton Digital format @MACRO@. Some formats automatically convert to the Triton Digital format, so you can use them as-is (see list below). Otherwise you must manually edit them to @MACRO@ before pasting them into your pixel/clickout URL. For example, if the URL contains a macro such as _IP_ you need to manually change it to @IP@.
Formats that automatically convert to @MACRO@ format are:
%%MACRO%%${MACRO}[MACRO]
Macro format symbols are URL encoded when they appear in the address bar of a web browser.
Triton Digital Targeting Macros
The tables below include the most commonly used Triton Digital macros for targeting.
Other macros also exist for more specialized use; for more information, speak with your Triton Digital Solutions Specialist or Client Success Manager.
Content Macros for Podcast
Macro Name | RSS Field | Description | Example Value |
|---|---|---|---|
C.SERIES-TITLE | channel/title | Content series title. | SMALL TOWN MURDER |
C.SERIES-TYPE | channel/itunes:type | Content series type | EPISODIC |
C.ITUNES-CAT | channel/itunes:category | Podcast category. | ARTS |
C.ITUNES-SUBCAT | channel/itunes:category/itunes:category | Podcast sub-category (first one defined). | BOOKS |
C.EPISODE-SEASON | channel/item/itunes:season | Season number. | 1 |
C.EPISODE-NUMBER | channel/item/itunes:episode | Episode number. | 232 |
C.EPISODE-TITLE | channel/item/itunes:title ELSE channel/item/title | Episode title. | #232 - A STRANGE WAY TO TORTURE - LAUREL, DELAWARE |
C.EPISODE-URL | channel/item/enclosure/url | Episode origin URL mapped from enclosure URL. | https://omny.fm/shows/small-town-murder/232-a-strange-way-to-torture-laurel-delaware.mp3 |
C.EPISODE-TYPE | channel/item/itunes:type | Type of episode | FULL |
C.PUBDATE | channel/item/pubdate | Publication Date. | TUE, 28 SEP 2021 22:01:00 +0000 |
C.EPISODE-ID-RAW | channel/item/guid | Episode unique ID (from RSS feed) - max 1024 characters. | 97095c68-aa62-40dc-930b-adb100c34ec8 |
C.EPISODE-ID-RSS | channel/item/guid | Episode unique ID (from RSS feed) - hashed. | efb909f5beceae6e9bae7270d132b258 |
C.EPISODE-ID-TRITON | --- | Episode unique ID (Triton-generated). | 893583-a53e9705a731ef20ed0401ae8fd7 |
Player/Listener Macros
Macro Name | Description | Example Value |
|---|---|---|
P.CITY | Listener city | PORTLAND |
P.COUNTRY | Listener country | US |
P.DMA | Listener DMA | 501 |
P.GAM-PALN | Publisher-generated nonce (unique serial number to make transaction unique). Used to pass the gam-paln value from the publisher to Google Ad Manager (GAM). It should contain a “nonce” value that is usually generated by the GAM PAL SDK. | |
P.MSA | Listener MSA (See TAP Explore MSA Usage Notes) | 5600 |
P.REGION | Listener region (such as US state or Canadian province) | or |
P.TTAG | Custom targeting tag (can be a comma separated string) | FOO,BAR |
Other supported macro
Macro Name | Description | Example Value |
|---|---|---|
Inventory Macros | ||
BUYER_ID | The advertiser ID for the flight. | 12345 |
CAMPAIGN_ID | The numerical ID of the campaign. | 884461 |
IAB_CATEGORIES_TO_EXCLUDE | A comma-separated list of IAB categories that the publisher wants to exclude in the ad request | IAB2-2,IAB24 |
PUB_ID | The numerical ID of the publisher as assigned by Triton Digital. | 5679 |
PUB_NAME | The name of the publisher. | BLORK_RADIO |
STATION_ID | The numerical ID of the station as assigned by Triton Digital. | 12345 |
STATION_NAME | The name of station. | KSADFM |
Listener Macros | ||
AD_ID | The mobile advertising ID (iOS or Android; i.e., an IDFA or AdID). | |
COOKIE | The Triton Digital Cookie ID. | |
GAID | The Google Advertising ID (Android devices). | |
IDFA | The Apple IDFA (iOS devices). | |
IP | The IP address of the device. | |
USERAGENT | The User-Agent header of the device. | |
Transient Macros | ||
CACHEBUSTER | A random string for cache busting. The string is always a positive integer with a fixed length of 9 digits. | |
RANDOM | A random string for cache busting. | |
TIMESTAMP | Unix timestamp in seconds. | |
Regulatory Macros
Triton Digital supports the following IAB-defined privacy-related macros:
${GDPR}${GDPR_CONSENT_XXXXX}(where XXXXX is the tracking vendor's numeric ID where the macro is being used)${US_PRIVACY}${GPP_STRING_XXXXX}(where XXXXX is the tracking vendor's numeric ID where the macro is being used)${GPP_STRING}${GPP_SID}
These macros are expected on third-party tags to share the privacy choices of listeners. For more information, refer to the IAB format specifications: