Pontiac supports dynamic macros and query string parameters that allow additional data to be passed when ads, trackers, or Pixels are served or fired.
These values can be used with supported third-party Creative tags, Trackers, and Pixels for tracking, measurement, attribution, and reporting.
The Macros documentation includes:
Supported Macros: Complete list of Pontiac-supported macros and the value each macro returns.
Creative Macros: Guidance and examples for using supported macros in third-party Creative tags and tracker URLs, including click tracking and cache-busting.
Pixel Macros:Guidance for adding query string parameters to Pontiac Pixels to pass additional conversion and site data, including Order ID, Order Amount, Consumer ID, GDPR values, and Custom Variables.
Availability of values used in Creative tags and trackers may depend on the information provided in the applicable bid request. Pixel query string values must be populated by the website or implementation when the Pixel fires.
Supported Macros
The following macros are supported by Pontiac and may be used in applicable third-party tags, pixels, and trackers.
Macros must be implemented using the exact format shown below. Incorrect formatting may prevent the macro from being replaced or result in missing data.
Some macro values depend on information provided by the Exchange, publisher, device, or bid request and may not be available for every impression.
Pontiac IDs
Macro
Description
${ADVERTISER_ID}
Pontiac Advertiser ID
${CAMPAIGN_ID}
Pontiac Campaign ID
${LINE_ID}
Pontiac Line ID
${CREATIVE_ID}
Pontiac Creative ID
${TAG_ID}
Unique identifier of the ad tag used for serving the impression
Inventory & Content
Macro
Description
${SITE_DOMAIN}
The site domain associated with the impression
${APP_BUNDLE_ID}
The app’s bundle identifier where the impression served
${PUBLISHER_NAME}
The name of the publisher serving the impression
${PUBLISHER_ID}
Unique ID of the publisher serving the impression
${SERIES}
The series name associated with the content where the impression served
${CHANNEL}
The channel name or identifier where the impression served
${NETWORK}
The TV or media network associated with the impression
${GENRE}
The genre classification of the content (e.g., Sports, News, Entertainment)
${TITLE}
The specific title of the content where the impression served
${CONTENT_ID}
The content ID of the impression
${GPID}
A custom index specific placement identifier
Geography
Macro
Description
${GEO_POSTAL_CODE}
The postal or ZIP code of the user’s location for the impression
${GEO_COUNTRY}
The country of the user’s location for the impression
${GEO_REGION}
The state, province, or region of the user’s location for the impression
${GEO_LAT}
Latitude of the user’s location for the impression
${GEO_LONG}
Longitude of the user’s location for the impression
Device
Macro
Description
${DEVICE_TYPE}
The numeric IAB category code representing the type of device (e.g., mobile, desktop, CTV, set-top)
${DEVICE_IFA}
Identifier for the device if available
${DEVICE_OS}
The numeric IAB category code representing operating system of the device (e.g., iOS, Android, Roku OS)
${DEVICE_MAKE}
Manufacturer of the device (e.g., Apple, Samsung, LG)
${DEVICE_MODEL}
Model of the device (e.g., iPhone 14, Fire TV Stick 4K)
Auction & Deal
Macro
Description
${BID_PRICE}
Bid price associated with the impression
${BID_ID}
Unique identifier for the bid generated in the auction
${AUCTION_ID}
The auction ID of the impression
${DEAL_ID}
Identifier for the Deal associated with the impression
${EXCHANGE_ID}
The Exchange ID serving the impression
Creative, Click & Utility
Macro
Description
${HEIGHT}
Pixel height of the Creative
${WIDTH}
Pixel width of the Creative
${CLICK_URL}
The destination click-through URL for the ad
${CLICK_URL_ENCODED}
The destination click-through URL encoded for the ad
${CACHEBUSTER}
Inserts a random value to help prevent cached responses and ensure each impression generates a new request
${TIMESTAMP}
Timestamp when the impression was served (UTC)
Page & Referrer
Macro
Description
${SITE_PAGE}
The full URL of the page where the request originated. Returned in lowercase and not URL-encoded.
${SITE_PAGE_ENC}
The full URL of the page where the request originated, URL-encoded. Returned in lowercase and encoded using UTF-8 (e.g., https%3A%2F%2Fexample.com%2Fpage).
${SITE_REFERRER}
The referrer URL indicating the page that led to the current request. Returned in lowercase and not URL-encoded.
${SITE_REFERRER_ENC}
The referrer URL indicating the page that led to the current request, URL-encoded. Returned in lowercase and encoded using UTF-8.
Privacy & GDPR
Macro
Description
${GDPR}
Flag indicating whether the impression falls under GDPR regulation
${GDPR_CONSENT_X}
GDPR consent value for the specified vendor. Replace X with the applicable vendor ID. For example, ${GDPR_CONSENT_508} uses vendor ID 508.
${IP_HASH}
Salted hash of the IP address (blocked for GDPR compliance)
Pixel Query String Macro Parameters
Pontiac Pixels also support optional query string parameters that can be used to pass additional conversion, visitor, and site data when the Pixel fires. Unlike the Pontiac-populated macros listed above, these values must be populated by the website, tag manager, or other Pixel implementation.
Parameters
Description
ORDER_ID
Passes the unique order or transaction ID generated by your site.
ORDER_AMOUNT
Passes the value associated with the conversion or order. This value can be used in reporting for metrics such as revenue and ROAS.
CONSUMER_ID
Passes a unique customer identifier generated by your site.
CLIENT_IP
Passes the visitor IP address observed by your website when the Pixel fires. This can be useful when the Pixel is implemented through a container or another environment where the IP address detected directly by the Pixel may not accurately represent the visitor. When provided, the Client IP value is used for attribution and reporting.
GDPR
Indicates whether GDPR applies to the visitor associated with the Pixel fire, typically using 1 when GDPR applies and 0 when it does not. For additional information, see GDPR Query String Macros
GDPR_CONSENT
Passes the visitor’s IAB TCF consent string when applicable. Populate this value dynamically using consent information collected by the website or Consent Management Platform (CMP).
VAR1, VAR2, VAR3, VAR4
Passes additional custom values to the Pixel using var1, var2, var3, and var4. These values are available in Custom Reporting as Custom Variable 1–4. Applicable Report Types: IP Conversion Pixel: Path to Conversion, IP Conversion Pixel: Page Visits, Cookies: Path to Conversion