1 Ad Tags
- 1.1 Background
- 1.2 Handlers
- 1.3 Passing bid auction data
- 1.4 Examples — macro template (replace before going live)
- 1.5 Google Ad Manager (GAM) macros — prefilled
- 1.6 Parameter reference
- 1.7 Worked example — dummy data (illustrative only)
- 1.8 Changelog

Ad Tags

Background

Once placements are created in the platform, you can download three tag types: banner JavaScript, banner iframe, or VAST video/audio. These tags are booked into a third-party ad server or tag manager, which then sends inventory to the platform for monetisation.

Handlers

The handler in the tag URL determines the format of the impression opportunity:

Handler	Format	Notes

Handler	Format	Notes
`adj`	Banner (JavaScript), all environments	`document.write`-based script tag
`adi`	Banner (iframe), all environments	iframe-based tag
`advast`	VAST video or audio	`imp_type=audio` switches video → audio

All tag URLs are publisher-scoped — the publisher ID is embedded in the path, followed by the handler and the placement ID:

https://ad.360yield.com/{pub_ID}/{handler}?p={placement_ID}&...

Passing bid auction data

Tags carry auction data to the platform as URL GET parameters. Rules:

Parameters in the reference table are reserved and may only be used for their documented purpose.
Tag data overrides platform settings, except ad-slot height (h) and width (w), where platform settings take precedence.
Unrecognised parameters are not discarded — they become available for Key-Value targeting in Marketplace for curation. They are not forwarded to DSPs, protecting publisher data.

Required vs. optional by handler

These are the minimum parameters for a valid, well-formed request. Everything else enriches the request and lifts demand, but isn't mandatory.

Handler	Always required	Strongly recommended

Handler	Always required	Strongly recommended
Banner (`adj`/`adi`)	`p`	`w`, `h`, `gdpr`, `gdpr_consent`, `ua`, `schain`
VAST video (`advast`)	`p`, `startdelay`	`player_width`, `player_height`, `mimes`, `maxduration`, `minduration`, `video_format_type`, `schain`, consent params
VAST audio (`advast` + `imp_type=audio`)	`p`, `imp_type`, `startdelay`, `delivery`, `context`, `domain`	`mimes`, `minduration`, `maxduration`, `feed`, `series`/`title` (podcast/radio), consent params
App (any handler)	+ `bundle`, `storeurl`	`ifa`, `lmt`, `coppa`, `ip`, `ua`
DOOH video (`advast`)	+ `dooh_multiplier` (set `1` if unused)	—

Consent params (gdpr, gdpr_consent, gpp, gpp_sid, us_privacy) should be passed wherever the CMP provides them. Note: the platform's ad server acts on TCF v2+ and US Privacy (California) only; other GPP sections are passed through the ad chain unprocessed.

Examples — macro template (replace before going live)

Every value shown in [BRACKETS] is a placeholder. Replace each one with the corresponding macro from your ad server before trafficking. Tags shipped with bracketed placeholders still in place will not function.

App Video (advast)

https://ad.360yield.com/[PUB_ID]/advast?p=[PLACEMENT_ID]&api=[API]&appname=[APP_NAME]&bidfloor=[BIDFLOOR]&bidfloorcur=[BIDFLOOR_CUR]&bundle=[BUNDLE]&carrier=[CARRIER]&ccat=[CONTENT_CATEGORIES]&channel_name=[CHANNEL_NAME]&conn_speed=[CONN_SPEED]&contentrating=[CONTENT_RATING]&context=[CONTEXT]&coppa=[COPPA]&delivery=[DELIVERY]&deviceh=[DEVICE_HEIGHT]&devicew=[DEVICE_WIDTH]&dmp_data=[DMP_DATA]&domain=[DOMAIN]&episode=[EPISODE]&extid=[EXT_ID]&gdpr=[GDPR]&gdpr_consent=[GDPR_CONSENT]&gender=[GENDER]&genres=[GENRES]&gpid=[GPID]&gpp=[GPP]&gpp_sid=[GPP_SID]&h=[HEIGHT]&ifa=[IFA]&ip=[IP]&is_rewarded=[IS_REWARDED]&language=[LANGUAGE]&lat=[LAT]&lmt=[LMT]&lon=[LON]&maxduration=[MAX_DURATION]&mimes=[MIMES]&minduration=[MIN_DURATION]&network_name=[NETWORK_NAME]&omidpn=[OMID_PARTNER]&omidpv=[OMID_VERSION]&player_height=[PLAYER_HEIGHT]&player_width=[PLAYER_WIDTH]&ppi=[PPI]&referrer=[REFERRER]&schain=[SCHAIN]&series=[SERIES]&skip=[SKIP]&skipafter=[SKIP_AFTER]&skipmin=[SKIP_MIN]&startdelay=[START_DELAY]&storeurl=[STORE_URL]&tech=[TECH]&title=[TITLE]&tz=[TZ]&ua=[USER_AGENT]&udid=[UDID]&us_privacy=[US_PRIVACY]&vast_version=[VAST_VERSION]&video_format_type=[VIDEO_FORMAT_TYPE]&vpaid_version=[VPAID_VERSION]&w=[WIDTH]&yob=[YOB]

Website Video (advast)

https://ad.360yield.com/[PUB_ID]/advast?p=[PLACEMENT_ID]&api=[API]&bidfloor=[BIDFLOOR]&bidfloorcur=[BIDFLOOR_CUR]&ccat=[CONTENT_CATEGORIES]&channel_name=[CHANNEL_NAME]&conn_speed=[CONN_SPEED]&context=[CONTEXT]&coppa=[COPPA]&delivery=[DELIVERY]&dmp_data=[DMP_DATA]&domain=[DOMAIN]&episode=[EPISODE]&extid=[EXT_ID]&gdpr=[GDPR]&gdpr_consent=[GDPR_CONSENT]&gender=[GENDER]&genres=[GENRES]&gpid=[GPID]&gpp=[GPP]&gpp_sid=[GPP_SID]&h=[HEIGHT]&ip=[IP]&is_rewarded=[IS_REWARDED]&language=[LANGUAGE]&lmt=[LMT]&maxduration=[MAX_DURATION]&mimes=[MIMES]&minduration=[MIN_DURATION]&network_name=[NETWORK_NAME]&player_height=[PLAYER_HEIGHT]&player_width=[PLAYER_WIDTH]&referrer=[REFERRER]&schain=[SCHAIN]&series=[SERIES]&sitename=[SITE_NAME]&skip=[SKIP]&skipafter=[SKIP_AFTER]&skipmin=[SKIP_MIN]&startdelay=[START_DELAY]&tech=[TECH]&title=[TITLE]&tz=[TZ]&ua=[USER_AGENT]&us_privacy=[US_PRIVACY]&vast_version=[VAST_VERSION]&video_format_type=[VIDEO_FORMAT_TYPE]&vpaid_version=[VPAID_VERSION]&w=[WIDTH]&yob=[YOB]

App Audio (advast + imp_type=audio)

https://ad.360yield.com/[PUB_ID]/advast?p=[PLACEMENT_ID]&imp_type=audio&api=[API]&appname=[APP_NAME]&bidfloor=[BIDFLOOR]&bidfloorcur=[BIDFLOOR_CUR]&bundle=[BUNDLE]&carrier=[CARRIER]&ccat=[CONTENT_CATEGORIES]&channel_name=[CHANNEL_NAME]&conn_speed=[CONN_SPEED]&contentrating=[CONTENT_RATING]&context=[CONTEXT]&coppa=[COPPA]&delivery=[DELIVERY]&deviceh=[DEVICE_HEIGHT]&devicew=[DEVICE_WIDTH]&dmp_data=[DMP_DATA]&domain=[DOMAIN]&episode=[EPISODE]&extid=[EXT_ID]&feed=[FEED]&gdpr=[GDPR]&gdpr_consent=[GDPR_CONSENT]&gender=[GENDER]&genres=[GENRES]&gpid=[GPID]&gpp=[GPP]&gpp_sid=[GPP_SID]&ifa=[IFA]&ip=[IP]&language=[LANGUAGE]&lat=[LAT]&lmt=[LMT]&lon=[LON]&maxduration=[MAX_DURATION]&mimes=[MIMES]&minduration=[MIN_DURATION]&network_name=[NETWORK_NAME]&omidpn=[OMID_PARTNER]&omidpv=[OMID_VERSION]&referrer=[REFERRER]&schain=[SCHAIN]&series=[SERIES]&startdelay=[START_DELAY]&storeurl=[STORE_URL]&tech=[TECH]&title=[TITLE]&tz=[TZ]&ua=[USER_AGENT]&udid=[UDID]&us_privacy=[US_PRIVACY]&vast_version=[VAST_VERSION]&yob=[YOB]

Website Audio (advast + imp_type=audio)

https://ad.360yield.com/[PUB_ID]/advast?p=[PLACEMENT_ID]&imp_type=audio&api=[API]&bidfloor=[BIDFLOOR]&bidfloorcur=[BIDFLOOR_CUR]&ccat=[CONTENT_CATEGORIES]&channel_name=[CHANNEL_NAME]&conn_speed=[CONN_SPEED]&context=[CONTEXT]&coppa=[COPPA]&delivery=[DELIVERY]&dmp_data=[DMP_DATA]&domain=[DOMAIN]&episode=[EPISODE]&extid=[EXT_ID]&feed=[FEED]&gdpr=[GDPR]&gdpr_consent=[GDPR_CONSENT]&gender=[GENDER]&genres=[GENRES]&gpid=[GPID]&gpp=[GPP]&gpp_sid=[GPP_SID]&ip=[IP]&language=[LANGUAGE]&lmt=[LMT]&maxduration=[MAX_DURATION]&mimes=[MIMES]&minduration=[MIN_DURATION]&network_name=[NETWORK_NAME]&referrer=[REFERRER]&schain=[SCHAIN]&series=[SERIES]&sitename=[SITE_NAME]&startdelay=[START_DELAY]&tech=[TECH]&title=[TITLE]&tz=[TZ]&ua=[USER_AGENT]&us_privacy=[US_PRIVACY]&vast_version=[VAST_VERSION]&yob=[YOB]

Website Banner (adi)

<script type="text/javascript">document.write('<iframe frameborder="0" marginwidth="0" marginheight="0" scrolling="NO" width="1" height="1" src="https://ad.360yield.com/[PUB_ID]/adi?p=[PLACEMENT_ID]&w=[WIDTH]&h=[HEIGHT]&optin=[OPTIN]&tz='+(new Date().getTimezoneOffset())+'"></iframe>');</script>

Important for audio: startdelay, domain, delivery, and context are critical. title, series, and feed matter specifically for podcast and radio inventory.

Google Ad Manager (GAM) macros — prefilled

These use Google Ad Manager's macro syntax. Macro availability differs by GAM creative type and trafficking context — confirm each against your own GAM configuration before trafficking. Macros not applicable to your setup should be removed rather than left empty.

GAM — Website Video (advast)

https://ad.360yield.com/[PUB_ID]/advast?p=[PLACEMENT_ID]&gdpr=${GDPR}&gdpr_consent=${GDPR_CONSENT_755}&us_privacy=${US_PRIVACY}&player_height=%%HEIGHT%%&player_width=%%WIDTH%%&maxduration=[MAX_DURATION]&minduration=[MIN_DURATION]&referrer=%%REFERRER_URL_ESC%%&schain=%%SCHAIN%%&tz=&ua=&vast_version=[VAST_VERSION]&video_format_type=[VIDEO_FORMAT_TYPE]&vpaid_version=[VPAID_VERSION]&optin=

GAM — App Video (advast)

https://ad.360yield.com/[PUB_ID]/advast?p=[PLACEMENT_ID]&bundle=[BUNDLE]&ifa=%%ADVERTISING_IDENTIFIER_PLAIN%%&lmt=%%LIMIT_AD_TRACKING%%&gdpr=${GDPR}&gdpr_consent=${GDPR_CONSENT_755}&us_privacy=${US_PRIVACY}&deviceh=%%HEIGHT%%&devicew=%%WIDTH%%&player_height=%%HEIGHT%%&player_width=%%WIDTH%%&maxduration=[MAX_DURATION]&minduration=[MIN_DURATION]&omidpn=[OMID_PARTNER]&omidpv=[OMID_VERSION]&schain=%%SCHAIN%%&storeurl=[STORE_URL]&vast_version=[VAST_VERSION]&video_format_type=[VIDEO_FORMAT_TYPE]&optin=

GAM-specific notes:

${GDPR_CONSENT_755} is GAM's TCF consent macro (755 is the IAB vendor ID slot for the consent string); ${GDPR} and ${US_PRIVACY} are the standard privacy macros.
%%ADVERTISING_IDENTIFIER_PLAIN%% and %%LIMIT_AD_TRACKING%% are app/SDK-context macros — they won't populate in a web tag.
%%SCHAIN%% support depends on your GAM serialisation setting; if it isn't enabled, supply the schain string manually using the format in the parameter reference.
Static params with no GAM macro equivalent (durations, VAST version, placement config) are left as [BRACKETS] to hardcode per placement.

Parameter reference

"Format & Environment" indicates which formats and which environments (App/web/DOOH) the parameter applies to.

Parameter	Type	Description	Example	Format	Environment

Parameter	Type	Description	Example	Format	Environment
`click3rd`	string	URL for tracking clicks on a placement	`https://clicktracking.com?id=12345`	Banner	Web
`api`	integer array	Supported APIs for the markup. If an API isn't listed, it's assumed unsupported. See List: API Frameworks (AdCOM 1.0).	`1`	Audio, Video	App, Web
`appname`	string	Application name (max 500 chars).	`Example Puzzle Game`	Audio, Video	App
`bidfloor`	float	Minimum bid for this impression, CPM. Default `0`.	`2.50`	Audio, Video	App, Web
`bidfloorcur`	string	Bid-floor currency, ISO-4217 alpha. Default `USD`.	`EUR`	Audio, Video	App, Web
`bundle`	string	App bundle ID — the platform-specific application identifier, independent of the exchange. For Android, the bundle or package name (e.g. `com.foo.mygame`); for iOS (per OpenRTB 2.6), the numeric App Store ID.	`com.example.puzzlegame` (Android) / `000000001` (iOS)	Audio, Video	App
`carrier`	string	Mobile device carrier.	`ExampleMobile`	Audio, Video	App
`ccat`	string	Comma-separated IAB content categories. Taxonomy defaults to IAB Content Category Taxonomy 1.0 if unspecified; see AdCOM List: Category Taxonomies.	`IAB1-6`	Audio, Video	App, Web
`channel_name`	string	Content channel name.	`Example%20Channel`	Audio, Video	App, Web
`conn_speed`	string	Device connection speed; single value only.	`4g`	Audio, Video	App, Web
`contentrating`	string	Content rating (e.g. MPAA).	`PG-13`	Audio, Video	App
`context`	number	Type of content (game, video, text, etc.). See List: Content Contexts (AdCOM 1.0).	`1`	Audio, Video	App, Web
`coppa`	boolean	COPPA applies. `1` = applies.	`0` or `1`	Audio, Video	App, Web
`delivery`	integer	Supported delivery methods (streaming, progressive). If none, all assumed. See List: Delivery Methods (AdCOM 1.0).	`1` or `1,2`	Audio, Video	App, Web
`density`	string	Android screen density bucket, used to determine asset sizes for apps. One of the standard buckets: `mdpi` (~160 PPI, baseline 1×), `hdpi` (~240 PPI, 1.5×), `xhdpi` (~320 PPI, 2×), `xxhdpi` (~480 PPI, 3×), or `xxxhdpi` (~640 PPI, 4×). Distinct from `ppi`, which carries the exact pixels-per-inch value.	`xxhdpi`	Banner	App
`deviceh`	number	Height of the device screen in pixels.	`2532`	Audio, Video	App
`devicew`	number	Width of the device screen in pixels.	`1170`	Audio, Video	App
`dmp_data`	string	Encoded DMP data.	`{"dmps":{"1":["47424d5b-…"]}}`	Audio, Video	App, Web
`domain`	string	Domain of the site or app (e.g. `mysite.foo.com`). For apps, the web presence hosting app-ads.txt. Sent as `site.domain` / `app.domain` to DSPs.	`example-audio.test`	Audio, Video	App, Web
`dooh_multiplier`	number	Multiplier for DOOH video (response price is CPM). Required for DOOH `advast`; set `1` if no multiplier used.	`1`	Video	DOOH
`episode`	number	Episode number.	`12`	Audio, Video	App, Web
`extid`	string	External user identifiers.	`ext-abc123`	Audio, Video	App, Web
`feed`	number	Audio feed type. See List: Feed Types (AdCOM 1.0).	`3`	Audio	App, Web
`gdpr`	boolean	User is subject to GDPR (IP in EU). `1` or `0`.	`1`	Audio, Video	App, Web
`gdpr_consent`	string	TCF 2.x consent string from the publisher CMP.	`CPexampleConsentString…`	Audio, Video	App, Web
`gender`	string	User gender. `M` male, `F` female, or `O` other.	`M`	Audio, Video	App, Web
`genres`	string	Comma-separated content genres describing the content. Content Category Taxonomy 3.1 is assumed, See IAB Tech Lab Content Taxonomy 3.1 genre subset.	`Drama,Comedy`	Audio, Video	App, Web
`gpid`	string	Global Placement ID.	`/1234/example/preroll`	Audio, Video	App, Web
`gpp`	string	Global Privacy Platform string (carries TCF/US-Privacy and other consent). Ad server acts on TCF v2+ and US Privacy only; other sections passed through the chain.	`DBABMA~CPe…`	Audio, Video	App, Web