What Are Ad Tag Variables?

Some ad tags contain variables that are expected to be recognized and filled in at runtime by the video player. The Bolt Player has an extensive list of variables that it can recognize and substitute with real values when it issues an ad request. If you are an Enterprise Publisher, you can make use of these variables within your ad tags in order to provide maximum information to your ad server such as: the operating system of the user, the device type of a user, even the type of network connection.

How Can I Use Ad Tag Variables?

Implenting ad tag variables is a fairly straightforward process. You simply insert the variable you would like into the actual ad tag itself. For example, your standard ad tag may look something like this:

http://ad.youradserver.com/PUB/12345

If you wanted to send more information to the ad servers to help them select more targetted advertising, you can append ad tag variables to the end of the ad tag. For example, we want the ad server to know the width and height of the video player, referring URL, content URL, media ID, title, device, model, operating system and version,unique ID and the time. To do this, we simply add the following ad tag variables to the end of the ad tag:

http://ad.youradserver.com/PUB/12345;width=__WIDTH__;height=__HEIGHT__;referring_url=__WEB_URL__;content_url=__CONTENT_URL__;media_id=__MEDIA_ID__;title=__TITLE__;device=__DEVICE__;model=__MODEL__;os=__OS__;osversion=__OSVERSION__;uniqueid:__UNIQUEID__;time=__TIME__

Before the ad tag is even sent to the ad server, the ad tag variables you appended to the end of the ad tag will be replaced by the Bolt Video Player with the users own values as you can see in the same example.

http://ad.youradserver.com/PUB/12345;width=615;height=313;referring_url=http%3A%2F%2Fwww.example.com;content_url=http%3A%2F%2Fcdn.yoursite.com;media_id=45678;title=My%20Video%20Title;device=desktop-mac;model=desktop-mac;os=MacIntel;osversion=10.10.4;uniqueid:12345467890;time=1441808087;

Ad Tag Variables Available to Use

Ad Tag VariableAd Tag Value
__WEB_URL__URL of the page on which the Player is located, encoded
[LR_URL]URL of the page on which the Player is located, encoded
[VIDEO_DESCRIPTION]URL of the page on which the Player is located, encoded
VIDEO_DESCRIPTIONURL of the page on which the Player is located, encoded
__TIME__Current time
[timestamp]Current time
[TIMESTAMP]Current time
__CONTENT_URL__URL of the video currently playing
[VIDEO_FILE_URL]URL of the video currently playing
VIDEO_URLURL of the video currently playing
__WIDTH__Current width of the Bolt Player
_WIDTH_Current width of the Bolt Player
__HEIGHT__Current height of the Bolt Player
_HEIGHT_Current height of the Bolt Player
__RANDOM__Long random number
RANDOMLong random number
__TITLE__Title of the video currently playing
[VIDEO_TITLE]Title of the video currently playing
VIDEO_TITLETitle of the video currently playing
__MEDIA_ID__Unique ID of the video currently playing
VIDEO_IDUnique ID of the video currently playing
__UA__User agent of the viewer’s browser
_UA_User agent of the viewer’s browser
__OS__Operating system of the viewer’s computer
__DEVICE__Device being used by the viewer
__MODEL__Device being used by the viewer
__OSVERSION__Version of the OS used by the viewer’s computer
__UNIQUE_ID__Unique ID associated with the viewer
_UNIQUE_ID_Unique ID associated with the viewer
[cellcarrier]Viewer’s mobile carrier, if available
[networkconnectiontype]Network connection type used by the viewer’s device, if available

Where Do I Input My Ad Tags?

As an Enterprise Publisher, you have the ability to run your own ad tags (Self Service Tags). Now that you know how to use ad tag variables, we can input them in the Self Service Tags area in the Playwire backend.
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