In-Ad Code Reference

This reference covers everything you need to know about generating fraud0 In-Ad tracking tags: supported DSPs, tag types, domain options, GDPR consent, and the full set of macros for each DSP.

How to generate your tag

Open Tag Management in the fraud0 interface.
Select the tag you want to generate an In-Ad code for.
Click the Get Code button to open the In-Ad Tag Code dialog.
Select your DSP from the dropdown.
Select the Tag Type that matches your ad server’s requirements.
Copy the generated code and paste it into your ad server creative.

Supported DSPs

fraud0 In-Ad currently supports the following 10 DSPs:

DSP	ID
DV360	`dv360`
The Trade Desk	`ttd`
CM360	`cm360`
Adform	`adform`
Xandr	`xandr`
RTB House	`rtbhouse`
Amazon	`amazon`
Active Agent	`activeagent`
StackAdapt	`stackadapt`
Remerge	`remerge`

A None option is also available for custom setups without DSP-specific macros.

Tag types

Tag Type	Output Format	Use Case
JavaScript	`<script>` tag	Standard HTML creatives
Image Pixel	`<img>` tag	Environments where JavaScript is not allowed
Image (JS)	JavaScript that injects an `<img>` element	Hybrid approach for restricted environments
iFrame	`<iframe>` tag	Sandboxed environments
CTV	Raw URL	Connected TV campaigns
URL	Raw URL	Server-to-server or redirect-based setups

Domain selection

The default tracking domain is api3.b2c.com. An alternative domain api.fraud0.com is available for accounts that require it.

For DSPs that support GDPR consent macros (DV360 and Active Agent), the vendor ID depends on the tracking domain:

Domain	Vendor ID
`api.fraud0.com`	1204
`api3.b2c.com`	1395

DSP macro reference

Each DSP uses its own macro syntax. The tables below list every macro that fraud0 includes in the generated tag for each DSP.

DV360

Macro syntax: ${MACRO_NAME}

Macro	Purpose
`INSERTION_ORDER_ID`	Insertion order identifier
`CAMPAIGN_ID`	Campaign identifier
`CREATIVE_ID`	Creative identifier
`ADSTXT_AD_SYSTEM_DOMAIN`	Ads.txt ad system domain
`BUNDLE_ID`	App bundle identifier
`SOURCE_URL`	Source URL of the placement
`GDPR`	GDPR applicability flag
`ADDTL_CONSENT`	Additional consent string
`AUCTION_ID`	Auction identifier
`ADSXT_PUBLISHER_ID`	Ads.txt publisher identifier
`EXCHANGE_ID`	Exchange identifier
`INVENTORY_SOURCE_EXTERNAL_ID`	Inventory source external identifier
`PUBLISHER_ID`	Publisher identifier
`SOURCE_URL_ENC`	URL-encoded source URL
`UNIVERSAL_SITE_ID`	Universal site identifier
`GDPR_CONSENT_1204` or `GDPR_CONSENT_1395`	GDPR consent string (vendor ID depends on domain)

The Trade Desk

Macro syntax: %%MACRO_NAME%%

Macro	Purpose
`TTD_SITE`	Site or app identifier
`TTD_TDID`	The Trade Desk unified identifier
`TTD_CAMPAIGNID`	Campaign identifier
`TTD_CREATIVEID`	Creative identifier
`TTD_SUPPLYVENDOR`	Supply vendor identifier
`TTD_IMPRESSIONID`	Impression identifier

CM360

Macro syntax: %macro! (for e-prefixed macros) or %macro (for others)

Macro	Purpose
`eaid`	Account identifier
`eadv`	Advertiser identifier
`ebuy`	Buy/placement identifier
`ecid`	Campaign identifier
`epid`	Placement identifier
`eenv`	Environment identifier
`esid`	Site identifier
`edimpid`	Display impression identifier
`s`	Source
`u`	Custom variable
`g`	Group

Adform

Macro syntax: __MACRO_NAME__

Macro	Purpose
`ADFBNRDOM`	Banner domain
`ADFCAMID`	Campaign identifier
`ADFCAM`	Campaign name
`ADFCREID`	Creative identifier
`ADFCRE`	Creative name
`ADFTYP`	Ad type
`ADFHEIGHT`	Ad height
`ADFWIDTH`	Ad width
`ADFAPPID`	App identifier
`ADFAPPNAME`	App name
`ADFADGAPID`	Ad gap identifier
`ADFIMPID`	Impression identifier
`ADFGDPR`	GDPR applicability flag
`ADFGPPSID`	GPP section identifier
`ADFREFERER`	Referrer URL
`ADFORDID`	Order identifier
`ADFORD`	Order name
`ADFINV`	Inventory name
`ADFPLAID`	Placement identifier
`ADFINVID`	Inventory identifier
`ADFRTBDOM`	RTB domain
`ADFDPID`	Data provider identifier
`ADFLP`	Landing page
`ADFOPTSTAT`	Opt-out status
`ADFGDPRCONSENT`	GDPR consent string
`ADFUSPRIVACY`	US privacy string
`ADFUID`	User identifier

Xandr

Macro syntax: ${MACRO_NAME}

Macro	Purpose
`CLICK_URL`	Click tracking URL
`CLICK_URL_ENC`	URL-encoded click tracking URL
`PUBLISHER_ID`	Publisher identifier
`AUCTION_ID`	Auction identifier
`EXT_APP_ID`	External app identifier
`CREATIVE_ID`	Creative identifier
`REFERER_URL_ENC`	URL-encoded referrer
`SITE_ID`	Site identifier
`GDPR`	GDPR applicability flag
`GDPR_CONSENT`	GDPR consent string

RTB House

Macro syntax: {MACRO_NAME}

Macro	Purpose
`CAMPAIGN_NAME`	Campaign name
`CREATIVE_HASH`	Creative hash identifier
`IMPRESSION_HASH`	Impression hash identifier
`SSP_ADVERTISER_ENCRYPTED`	Encrypted SSP advertiser identifier
`REFERER_HOST_ENCRYPTED`	Encrypted referrer host
`APP_ID_ENCRYPTED`	Encrypted app identifier

Amazon

Macro syntax: {%macro}

Macro	Purpose
`ad_cfid`	Ad configuration identifier
`creative_cfid`	Creative configuration identifier
`campaign_cfid`	Campaign configuration identifier
`short_redirect_urlEncode`	URL-encoded redirect URL
`request_arid`	Request identifier

Active Agent

Macro syntax: %macro%

Macro	Purpose
`bannerid`	Banner identifier
`profile:adslotid`	Ad slot identifier
`campaignid`	Campaign identifier
`orderid`	Order identifier
`advertiserid`	Advertiser identifier
`websiteid`	Website identifier
`ssp`	Supply-side platform

For CTV tag types, the websiteid parameter uses the profile:DOMAIN macro instead.

Active Agent tags also include GDPR consent macros when using the api.fraud0.com domain (vendor ID 1204) or the api3.b2c.com domain (vendor ID 1395).

StackAdapt

Macro syntax: {MACRO_NAME}

Macro	Purpose
`SA_REF_ID`	Reference identifier
`SA_BUNDLE_ID`	Bundle identifier
`SA_CREATIVE_ID`	Creative identifier
`SA_CAMPAIGN_ID`	Campaign identifier
`SA_REF_DOMAIN`	Reference domain
`SA_REF_PAGE`	Reference page URL
`SA_LINE_ITEM_ID`	Line item identifier
`SA_SOURCE_ID`	Source identifier
`SA_ADVERTISER_ID`	Advertiser identifier
`SA_PLACEMENT_ID`	Placement identifier

Remerge

Remerge does not use DSP-specific macros. Tags are generated with only the base fraud0 parameters.

Imprint Privacy Policy Terms & Conditions DPA