A macro is a placeholder in an ad tag pattern that IndiCue to uses to dynamically insert specific parameters into ad requests at the appropriate location during the delivery process.
When IndiCue sends a request to your buyer, all macros placeholders are replaced with actual values for each parameter. Based on these parameters your buyer will evaluate the ad request and make a decision whether to show the user an ad. Please make sure you choose a corresponding macro from the list and all macros used should match those of your buyer’s ad tag in order to meet your buyer’s requirements. Unless you insert all necessary parameters, IndiCue won’t be able to pass macros values to your buyer.
Last updated: October 5, 2026
| Name | Tag/oRTB parameter | Tag macros | Category | Description | Supported by |
User data | |||||
| User IP | &uip=device.ip | {uip} | Device Required | The IP address of the device that requested the playback of your content. Example: 127.0.0.1 | Both |
| User Agent | &ua= device.ua | {ua} | Device Required | User agent string of device. Example: Mozilla%2F5.0+%28iPhone%3B+U%3B+ CPU+like+Mac+OS+X%3B+en% 29+AppleWebKit %2F420%2B+28KHTML%2C+ like+Gecko%29+Version%2F3.0+ Mobile%2F1A543+Safari%2F419.3 | Both |
| “Do Not Track” Flag | &dnt= device.dnt | {dnt} | Privacy | “Do Not Track” flag as set in the header by the browser, where 0 = tracking is unrestricted, 1 = do not track. Example: dnt=1 | Both |
| ‘Limit Ad Tracking” Flag | &lmt= device.lmt | {lmt} | Privacy | Signal commercially endorsed (e.g., iOS, Android), where 0 = tracking is unrestricted, 1 = tracking must be limited per commercial guidelines. Example: lmt=0 | SSP |
| User ID | &uid= user.id | {uid} | General | Exchange specific ID for the user. Example: uid=sdf543sdt5nu | Both |
| Subid | &subid= | {subid} | XML | A string of alphanumeric characters generated by the publisher, which records a user-defined initial source of the traffic. Example: subid=23yj234 | DSP |
| LiveRamp ID | &ramp_id= user.ext.eids[0].uids[0].id | {ramp_id} | Device | Liveramp envelope ID. Example: eyJlbnZlbG9wZSI6IkF1UUZuQ0hFZkRFZklFLUt3N | - |
| Language | &lang= device.language | {lang} | Device | User browser language. Example: lang=en | SSP |
| Device data | |||||
| Device Category | &device_category= | {device_category} | Device | The category of the device (Smartphone, Tablet, PC etc.) 1 -Mobile, 2 - Personal Computer, 3 – Connected TV, 4 - Phone, 5 - Tablet, 6 - Connected Device, 7 - Set Top Box Example: device_type=4 {device_devicetype} - legacy macro name, still supported for backward compatibility. | SSP |
| Device Model | &device_model= device.model | {device_model} | Device | The device model name. Example: device_model= iPhone 3.1 | SSP |
| Device Manufacturer | &device_make= device.make | {device_make} | Device | The name of the device manufacturer. Example: device_make=Apple | SSP |
| Device Operating System | &device_os= device.os | {device_os} | Device | The mobile operating system. Example: device_os=Android | SSP |
| Device Operating System Version | &device_osv= device.osv | {device_osv} | Device | The version of the mobile OS. Example: device_osv=6.1 | SSP |
| Network Carrier | &device_isp= device.carrier | {device_isp} | Device | The name of the mobile carrier identifier. Example: device_isp=AT&T | SSP |
| Device Connection Type | &device_connection= device.connectiontype | {device_connection} | Device | The device’s connection type. Example: device_connection=1 | SSP |
| App Category | &app_category= app.cat | {app_category} | Application | Comma-separated list of categories. Example: app_category=IAB5 | SSP |
| IFA Type | &ifa_type device.ext.ifa_type | {ifa_type} | Application | Source of the IFA: whether that is device-generated or whether it is a publisher provided IFA, or a temporary/session IFA. Example: ifa_type=idfa | SSP |
| Atts | &atts=atts device.ext.atts | {atts} | Privacy | If the IDFA is not available (iOS Only). An integer value passed to represent the app’s app tracking authorization status, where 0=not determined; 1= estricted; 2=denied; 3=authorized. Example: atts=3 | SSP |
Site data | |||||
| Site URL | &site_url=site.domain | {site_url} | Site | The unique domain of the request. Example: site_url=mypage.foo.com | SSP |
| Site Category | &site_category= site.cat | {site_category} | Site | IAB Category ID of the site content. Example: site_category=IAB20-7 | SSP |
| Referring Page URL | &site_ref= site.ref | {site_ref} | Site | The referring page url of the ad (URL encoded). Example: site_ref=zoo.com | SSP |
| Site Full URL | &site_full_url= site.domain | {site_full_url} | Site Required | SSP | |
Ad data | |||||
| Ad Duration | &ad_duration= | {ad_duration} | Player | Pass‑through value to demand. Duration of a single ad creative in seconds, if required by buyers. Example: ad_duration=6 | |
| Min Duration | &min_duration= | {min_duration} | Player | Minimum video ad duration in seconds. Example: min_duration=5 | |
| Max Duration | &max_duration= | {max_duration} | Player | Maximum video ad duration in seconds. Example: max_duration=30 | SSP |
| Ad Player Width | &width= video.w | {width} | General Required | The ad video player width. Example: width=300 | Both |
| Ad Player Height | &height= video.h | {height} | General Required | The ad video player height. Example: height=250 | Both |
| Cachebuster | &cb= | {cb} | General Required | Unique piece of code that prevents a browser from reusing an ad it has already seen and cached. Example: cb=1643636974113 | Both |
| Video Duration | &video_duration= | {video_duration} | Player | The duration of the main video content in seconds. Example: video_duration=40 | SSP |
| Video Description | &video_description= | {video_description} | Player | The description of the video where the ad will appear. Example: video_description=beauty care | SSP |
| Video URL | &video_url= | {video_url} | Media | The website location of the video. Example: video_url=cdn.foo.com/video.mp4 | SSP |
| Video Title | &video_title= | {video_title} | Media | The title of the video where the ad will be served. Example: video_title=natural cosmetics | SSP |
| Autoplay | &autoplay= | {autoplay} | Player | Defines whether the video is set to play automatically. 0 = Autoplay disabled; 1 = Autoplay enabled. Example: autoplay=1 | SSP |
| Mute | &mute= | {mute} | Player | Indicates if video player is set to begin playing with the sound on or off. 0 = Sound is on; 1 = Sound is off. Example: mute=0 | SSP |
| Video ID | &video_id= | {video_id} | Media | The unique internal ID of the video content. Example: video_id=194857 | SSP |
| Ad Position | &ad_position= | {ad_position} | Player | The position in seconds during the video when the ad expected to be served. Any number of seconds or the URL-encoded value for 100% (100%25). Preroll (Game start): ad_position=0; Midroll (During gameplay): ad_position=5 (or any value>0); Postroll (Game over): ad_position=100%. Example: ad_position=0 | SSP |
| Output | n/a | {output} | Player | n/a | SSP |
| Creative Format | n/a | {creative_format} | Player | n/a | SSP |
| Video Playback Method | &playback_method= imp.playbackmethod | {playback_method} | Player | Method used to playback an ad. Example: playbackmethod=2 | SSP |
| VAST Version | &vast_version= | {vast_version} | General/VAST | Defines version of the VAST. Example: vast_version=2 | SSP |
| Skippability | &skippability= | {skippability} | Player | Defines if the player supports skippable ads or not. Example: skippability=1 | SSP |
| Delivery | &delivery= video.delivery or audio.delivery | {delivery} | Player | Various options for the delivery of video or audio content. Example: delivery=streaming | SSP |
| Audio Feed | &audio_feed= audio.feed | {audio_feed} | Player | Type of audio feed. Example: audio_feed=3 | SSP |
| Nvol | &nvol= audio.nvol | {nvol} | Player | Volume normalization mode. Example: nvol=1 | SSP |
App data | |||||
| App Name | &app_name= app.name | {app_name} | Mobile/CTV Required | The name of the application. Example: app_name=BaconReader | SSP |
| App Bundle | &app_bundle= app.bundle | {app_bundle} | Mobile/CTV Required | The app’s bundle identifier. Example: app_bundle=com.cleanmaster.security | Both |
| App Version | &app_version= app.ver | {app_version} | Mobile/CTV | The app’s version number. Example: app_version=1.6 | SSP |
| App Store URL | &app_store_url= app.storeurl | {app_store_url} | Mobile/CTV Required | The store URL of the App. Example: &app_store_url=itunes.apple.com/us/app/cute-icon-wallpaper-dressup/id533055738?mt=8 | SSP |
| App Domain | &app_domain= app.domain | {app_domain} | Mobile/CTV | Webpage related to the app. Example: app_domain=cute-icon-wallpaper.app | SSP |
| App ID | &app_id= app.id | {app_id} | Mobile/CTV | Exchange-specific app ID. Example: app_id=7373716 | SSP |
| Policy | app.privacypolicy | {policy} | Mobile/CTV | Indicates if the site has a privacy policy, where 0 = no, 1 = yes. Example: policy=1 | SSP |
| IDFA for iOS Devices | &idfa= device.ifa | {idfa} {device_id} | Device Required | Identifier for Advertising (IDFA) for iOS devices. Example: idfa= 6D92078A-8246-4BA4-AE5B-76104861E7DC | Both |
| IDFA for iOS Devices(MD5) | &idfa_md5= device.didmd5 | {idfa_md5} | Device | Identifier for Advertising (IDFA) for iOS devices in Message Digest algorithm 5. Example: idfa_md5=1BC29B36 F623BA82AAF6724FD3B16718 | SSP |
| IDFA for iOS Devices (SHA1) | &idfa_sha1= device.didsha1 | {idfa_sha1} | Device | Identifier for Advertising (IDFA) for iOS devices (SHA1). Example: idfa_sha1=9e32295f 8225803b b6d5fdfc c0674616 a4413c1b | SSP |
| IDFA for Android Devices | &adid=device.ifa | {adid} {device_id} | Device | Identifier for Advertising (IDFA) for Android devices.Example: adid=96bd03b6-defc-4203-83d3-dc1c730801f7 | Both |
| IDFA for Android Devices (MD5) | &adid_md5= device.dpidmd5 | {adid_md5} | Device | Identifier for Advertising (IDFA) for Android devices in Message Digest algorithm 5. Example: adid_md5=1BC29B36F62 3BA82AAF6724FD3B16718 | SSP |
| IDFA for Android Devices (SHA1) | &adid_sha1= device.dpidsha1 | {adid_sha1} | Device | Identifier for Advertising (IDFA) for Android devices in cryptography SHA-1. Example: adid_sha1= 9e32295f 8225803b b6d5fdfc c0674616 a4413c1b | SSP |
| Inventory Partner Domain | &inv_partner_domain= app.ext.inventorypartnerdomain or site.ext.inventorypartnerdomain | {inv_partner_domain} | General | Refers to the website of an authorized ad partner. Example: inv_partner_domain=futuretoday.com | SSP |
Geo data | |||||
| Geo Latitude | &geo_lat= geo.lat | {geo_lat} | General | Defines GEO location – latitude Example: geo_lat=18.54732 | Both |
| Geo Longitude | &geo_lon= geo.lon | {geo_lon} | General | Defines GEO location – longitude Example: geo_lon=-72.38892 | Both |
| Country | &geo_country= geo.country | {geo_country} | General | The ISO 2 country code. Example: geo_country=US | SSP |
| City | &geo_city= geo.city | {geo_city} | General | Defines the city name. Example: geo_city=Paris | SSP |
| Zip Code | &geo_zip= geo.zip | {geo_zip} | General | Defines the postal code. Example: geo_zip=65062 | SSP |
| DMA Code | &geo_dma= | {geo_dma} | General | Defines the Designated Market Area code. Example: geo_dma=501 | SSP |
Source data | |||||
| Aid | &aid= | {aid} | General | Identifies source ID within IndiCue. Example: aid=478241 | SSP |
| Channel ID | n/a | {channelid} | General | Identifies publisher ID within IndiCue. | SSP |
| Publisher ID | &pub.id= | {publisherid} | General | Identifies publisher ID coming in pub.id . Example: asd09iytrsevl | SSP |
| Sid | &sid= ext.sid | {sid} | General | Parameter which determines subsource of traffic. Example: sid=12re098lkjh | SSP |
Advertiser data | |||||
| Advertiser ID | n/a | {advid} | General | Identifies Advertiser ID within IndiCue. | SSP |
| Campaign ID | &cmpId= | {cmpid} | General | Identifies campaign ID within IndiCue. Example: cmpId=589352 | SSP |
Privacy data | |||||
| GDPR | &gdpr= regs.gdpr | {gdpr} | GDPR | Define user consent. GDPR=0 – does not apply, GDPR=1 – applies. Example: gdpr=0 | SSP |
| GDPR Consent | &gdpr_consent= user.consent | {gdpr_consent} | GDPR | Represents URL-safe base64-encoded GDPR consent string. Required if gdpr=1. Example: gdpr_consent=CPerMsAPerMsAADABBENC dCsAP_AAH_AAAAAHuIB4C5MQCBB MGB8AMsUAAAUwAAAACAACAABAAAAAA IAIAwAFAAgAAAAAAAAABAg AAYAAAAAAAgAAAAA AAAAAQAAAAAAAAAAAAIAAAAAAgAA AAAAAAAAAAAAAAAAAA QAgABAYAYAAAAAA AEAAAAAAAgAAAAAAAAA AAAAQABA8yBWAAG ABQAGgAVgAuADIAHIAPgBA ACQAFoANAAdQA 9AD6AIgAiwBMAE2AJ4AoQ BbAFyAMIAxABmAD QAH4AQAAhABSgC3AGUAPEAf sBBwEIAIsARgAk oBZgC2wGAAYEA14B8gEgg LoAXmAwSBhgGG wMYAxkBpQDzAAA.d_gACAAAA47g | SSP |
| US Privacy | &us_privacy= regs.us_privacy | {us_privacy} | CCPA | A mandatory string for all publishers in which they must pass the privacy consent for users from California. Example: us_privacy=1— | Both |
| COPPA | &coppa regs.coppa | {coppa} | COPPA | Flag indicating if the bid request is subject to the COPPA regulations established by the USA FTC, where 0 indicates no, 1 indicates yes. This attribute is always passed when set to 1. Example: coppa=1 | SSP |
| GPP | &gpp= regs.ext.gpp | {gpp} | GPP | Global Privacy Policy String Example: gpp=DBABM~CPXxRfAPXxRfAAfKABENB-CgAAAAAAAAAAYgAAAAAAAA | SSP |
| GPP Sid | &gpp_sid= regs.ext.gpp_sid | {gpp_sid} | GPP | Global Privacy Policy Section ID Example: gpp_sid=2 | SSP |
Content data | |||||
| Content ID | &content_id= content.id | {content_id} | Content | ID uniquely identifying the content. Example: content_id=744a93ad763a2eaa7de84c9c | SSP |
| Content URL | &content_url= content.url | {content_url} | Content | URL of the content, for buy-side contextualization or review. Example: content_url= https://play.google.com/store/apps/details? id=easy.sudoku.puzzle.solver.free | SSP |
| Content Series | &content_series= content.series | {content_series} | Content | Content series. Example: content_series=Top Million Dollar Agent | SSP |
| Content Language | &content_lang= content.language | {content_lang} | Content | Content language using ISO-639-1-alpha-2. Example: content_lang=uk | SSP |
| Content Season | &content_season= content.season | {content_season} | Content | Content season. Example: content_season=3 | SSP |
| Content Rating | &content_rating= content.contentrating | {content_rating} | Content | Content rating. Example: content_rating=10 | SSP |
| Content Livestream | &content_livestream= content.livestream | {content_livestream} | Content | 0 = not live, 1 = content is live (e.g., stream, live blog). Example: content_livestream=1 | SSP |
| Content Producer Name | &content_producer_name= producer.name | {content_producer_name} | Content | Content producer or originator name. Example: content_producer_name=Warner Bros | SSP |
| Content Genre | &content_genre= content.genre | {content_genre} | Content | Genre that best describes the content (e.g., rock, pop, etc). Example: content_genre=Comedy | SSP |
| Content Episode | &content_episode= content.episode | {content_episode} | Content | Episode number | SSP |
| Content Title | &content_title= content.title | {content_title} | Content | Title of the specific content | SSP |
| Content Сategories | &content_categories= content.cat | {content_categories} | Content | Array of IAB content categories that describe the content. The taxonomy to be used is defined by the cattax field. If no cattax field is supplied IAB Content Category Taxonomy 1.0 is assumed. Example: content_categories=IAB1-5 | SSP |
| Content Keywords | &content_keywords= content.keywords | {content_keywords} | Content | Comma separated list of keywords describing the content. Example: content_keywords=keyword-a,keyword-b,keyword-c | SSP |
| Channel Name | &channel_name= content.channel | {channel_name} | Content | Details about the channel the content is on. Example: channel_name=Comedy Central | SSP |
| Network Name | &network_name= content.network | {network_name} | Content | Details about the network the content is on. Example: network_name=FuboTV | SSP |
| Production Quality | &production_quality= content.prodq | {production_quality} | Content | Production quality. Example: production_quality=2 | SSP |
| QAG Media Rating | &qagmediarating= content.qagmediarating | {qagmediarating} | Content | Media rating per IQG guidelines. Examples: qagmediarating=3 | SSP |
Ad Podding | |||||
| Max Ad Pod Duration | &pod_max_dur= | {pod_max_dur} | Ad Podding | Maximum duration of a single ad pod (ad break) in the response, in seconds. Used by the ad server to limit how long the pod can be. Supported when AdPods feature is enabled at the source level. Example: pod_max_dur=60 | SSP |
| Ad Pod Slots | &pod_ad_slots= | {ad_pod_slots} | Ad Podding | Used to set the minimum and maximum number of ads in a pod. Example: ad_pod_slots=2 | SSP |
| Slot in Pod | &pod_slotinpod= | {pod_slotinpod} | Ad Podding | Default 0. For video ad pods, this value indicates that the seller can guarantee delivery against the indicated slot position in the pod. Refer to List: Slot Position in Pod in AdCOM 1.0 guidance on the use of this field. | - |
| Pod Sequence | &pod_seq= | {pod_seq} | Ad Podding | Default 0. The sequence (position) of the video ad pod within a content stream. Refer to List: Pod Sequence in AdCOM 1.0 for guidance on the use of this field. | - |
Other | |||||
| Supply Chain | &schain= ext.schain | {schain} | Other | SupplyChain object enables buyers to see all parties who are selling or reselling a given bid request. Example: schain=1.0%2C0%21 indicue.com%2C123456%2C1 %2C772FB8E7CD8DBFB4%2C%2C%2C | SSP |
Custom data | |||||
| c1 | &c1= | {c1} | Custom | Empty custom parameter | SSP |
| c2 | &c2= | {c2} | Custom | Empty custom parameter | SSP |
| c3 | &c3= | {c3} | Custom | Empty custom parameter | SSP |
| c4 | &c4= | {c4} | Custom | Empty custom parameter | SSP |
| c5 | &c5= | {c5} | Custom | Empty custom parameter | SSP |