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

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

Supported DSPs

fraud0 In-Ad currently supports the following 11 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
Quantcast	quantcast
Remerge	remerge

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

Caution

Beeswax and Basis/Centro are no longer supported. If you have existing implementations using these DSPs, contact support@fraud0.com for migration guidance.

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.

GDPR consent

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, and — where applicable — which dimension the value populates in the fraud0 dashboard.

Dimension names follow fraud0, not your DSP

fraud0 normalises every DSP into one shared set of dimensions, so a dimension name in the dashboard does not always match the name your DSP uses for the same value. Most importantly, Line Item is populated by the DSP’s campaign identifier for almost every DSP. Always check the table for your DSP before interpreting an ID.

Campaign hierarchy at a glance

DSP	Line Item shows	Insertion Order shows
DV360	Campaign ID (CAMPAIGN_ID)	Insertion order ID (INSERTION_ORDER_ID)
The Trade Desk	Campaign ID (TTD_CAMPAIGNID)	empty
CM360	Campaign ID (%ebuy!)	empty
Adform	Placement ID (ADFPLAID)	Order ID (ADFORDID)
Xandr	empty	empty
RTB House	Campaign name (CAMPAIGN_NAME)	empty
Amazon	Ad config ID (ad_cfid)	Campaign config ID (campaign_cfid)
Active Agent	Campaign ID (campaignid)	Order ID (orderid)
StackAdapt	Line item ID (SA_LINE_ITEM_ID)	Campaign ID (SA_CAMPAIGN_ID)
Quantcast	Ad set ID (AD_SET_ID)	Campaign ID (CAMPAIGN_ID)
Remerge	empty	empty

An empty dimension means the DSP has no equivalent concept or exposes no macro for it — not that data is missing. RTB House is the only DSP that reports a campaign name rather than a numeric ID in the Line Item dimension.

A dash (–) in the per-DSP tables below means the macro is included in the tag but is not surfaced as a filterable dimension in the dashboard. Creative identifiers are collected for every DSP that exposes them, but Creative is not currently a dashboard dimension, so those rows show a dash. App bundle identifiers feed the Placement dimension for app traffic rather than a separate App dimension.

The full set of In-Ad dashboard dimensions is: Placement, Placement domain, Placement URL, Placement ID, Site ID, External impression ID, DSP, Ad format, Insertion Order, SSP, Country, Line Item, and Date.

DV360

Macro syntax: ${MACRO_NAME}

Macro	Purpose	fraud0 dimension
INSERTION_ORDER_ID	Insertion order identifier	Insertion Order
CAMPAIGN_ID	Campaign identifier	Line Item
CREATIVE_ID	Creative identifier	–
ADSTXT_AD_SYSTEM_DOMAIN	Ads.txt ad system domain	SSP
BUNDLE_ID	App bundle identifier	Placement (app traffic)
SOURCE_URL	Source URL of the placement	Placement URL
GDPR	GDPR applicability flag	–
ADDTL_CONSENT	Additional consent string	–
AUCTION_ID	Auction identifier	–
ADSXT_PUBLISHER_ID	Publisher ID from the bid request (Google spells this macro without the second T)	–
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	fraud0 dimension
TTD_SITE	Site or app identifier	Placement domain
TTD_TDID	The Trade Desk unified identifier	–
TTD_CAMPAIGNID	Campaign identifier	Line Item
TTD_CREATIVEID	Creative identifier	–
TTD_SUPPLYVENDOR	Supply vendor identifier	SSP
TTD_IMPRESSIONID	Impression identifier	External impression ID

CM360

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

Macro	Purpose	fraud0 dimension
eaid	Ad ID	–
eadv	Advertiser ID	–
ebuy	Campaign ID	Line Item
ecid	Creative ID	–
epid	Placement ID	Placement ID
eenv	Environment character (one-letter code for the CM360 ad tag type)	–
esid	Site ID	Site ID
edimpid	Impression ID (impression event tags only)	External impression ID
s	Site keyname	–
u	Landing page URL of the creative	–
g	Geo key-values (country, region, city, postal code, DMA, bandwidth)	–

Note

With CM360, the Line Item dimension in the fraud0 dashboard shows the CM360 campaign ID (%ebuy!). CM360 has no insertion-order object — that is a DV360 concept — so the Insertion Order filter stays empty for CM360 tags. SSP and sub-page level are not available either, since CM360 provides no corresponding macros.

Adform

Macro syntax: __MACRO_NAME__

Macro	Purpose	fraud0 dimension
ADFBNRDOM	Banner domain	Placement 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	Placement (app traffic)
ADFADGAPID	Ad gap identifier	–
ADFIMPID	Impression identifier	External impression ID
ADFGDPR	GDPR applicability flag	–
ADFGPPSID	GPP section identifier	–
ADFREFERER	Referrer URL	Placement URL
ADFORDID	Order identifier	Insertion Order
ADFORD	Order name	–
ADFINV	Inventory name	SSP
ADFPLAID	Placement identifier	Line Item
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	–

Note

For Adform, the Line Item dimension shows the Adform placement ID (__ADFPLAID__), and Insertion Order shows the Adform order ID (__ADFORDID__). The Adform campaign ID (__ADFCAMID__) is collected but is not available as a dashboard dimension.

Xandr

Macro syntax: ${MACRO_NAME}

Macro	Purpose	fraud0 dimension
CLICK_URL	Click tracking URL	–
CLICK_URL_ENC	URL-encoded click tracking URL	–
PUBLISHER_ID	Publisher identifier	SSP
AUCTION_ID	Auction identifier	External impression ID
EXT_APP_ID	External app identifier	Placement (app traffic)
CREATIVE_ID	Creative identifier	–
REFERER_URL_ENC	URL-encoded referrer	Placement domain
SITE_ID	Site identifier	Placement URL
GDPR	GDPR applicability flag	–
GDPR_CONSENT	GDPR consent string	–

Note

Xandr exposes no campaign- or line-item-level macro, so the Line Item and Insertion Order dimensions stay empty for Xandr tags.

RTB House

Macro syntax: {MACRO_NAME}

Macro	Purpose	fraud0 dimension
CAMPAIGN_NAME	Campaign name	Line Item
CREATIVE_HASH	Creative hash identifier	–
IMPRESSION_HASH	Impression hash identifier	External impression ID
SSP_ADVERTISER_ENCRYPTED	Encrypted SSP advertiser identifier	SSP
REFERER_HOST_ENCRYPTED	Encrypted referrer host	–
APP_ID_ENCRYPTED	Encrypted app identifier	Placement (app traffic)

Note

RTB House provides a campaign name rather than an ID, so the Line Item dimension contains readable campaign names for RTB House tags instead of numeric identifiers.

Amazon

Macro syntax: {%macro}

Macro	Purpose	fraud0 dimension
ad_cfid	Ad configuration identifier	Line Item
creative_cfid	Creative configuration identifier	–
campaign_cfid	Campaign configuration identifier	Insertion Order
short_redirect_urlEncode	URL-encoded redirect URL	–
request_arid	Request identifier	External impression ID

Active Agent

Macro syntax: %macro%

Macro	Purpose	fraud0 dimension
bannerid	Banner identifier	–
profile:adslotid	Ad slot identifier	Placement ID
campaignid	Campaign identifier	Line Item
orderid	Order identifier	Insertion Order
advertiserid	Advertiser identifier	–
websiteid	Website identifier	Site ID
ssp	Supply-side platform	SSP

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	fraud0 dimension
SA_REF_ID	Reference identifier	External impression ID
SA_BUNDLE_ID	Bundle identifier	Placement (app traffic)
SA_CREATIVE_ID	Creative identifier	–
SA_CAMPAIGN_ID	Campaign identifier	Insertion Order
SA_REF_DOMAIN	Reference domain	Placement domain
SA_REF_PAGE	Reference page URL	Placement URL
SA_LINE_ITEM_ID	Line item identifier	Line Item
SA_SOURCE_ID	Source identifier	SSP
SA_ADVERTISER_ID	Advertiser identifier	–
SA_PLACEMENT_ID	Placement identifier	Placement ID

Note

StackAdapt is the only supported DSP whose Line Item dimension shows an actual line item ID. Its campaign ID ({SA_CAMPAIGN_ID}) populates the Insertion Order dimension.

Quantcast

Macro syntax: ${MACRO_NAME}

Macro	Purpose	fraud0 dimension
CAMPAIGN_ID	Campaign identifier	Insertion Order
AD_SET_ID	Ad set identifier	Line Item
CREATIVE_ID	Creative identifier	–
DOMAIN	Placement domain	Placement domain
AUCTION_URL	Auction URL of the placement	Placement URL
BUNDLE_ID	App bundle identifier	Placement (app traffic)

Note

Quantcast is one of the few DSPs whose campaign ID populates Insertion Order rather than Line Item. The Line Item dimension shows the Quantcast ad set ID (${AD_SET_ID}).

Remerge

Remerge does not use DSP-specific macros. Tags are generated with only the base fraud0 parameters, so no DSP dimensions (Line Item, Insertion Order, SSP, and so on) are populated for Remerge tags.

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Note

Do you still have questions or require further details? Contact our support team for assistance: support@fraud0.com

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