Passing Contextual Data From the Ad Server to the SSP

Overview: The following information is pertaining to how the IRIS.TV Contextual Video Marketplace activates contextual data to enable publishers to activate contextual private marketplace deals.

Passing the “iris_context” Key-Value Pair:

Overview: Passing the values in the “iris_context” key from the Ad Server to your SSP.

If your demand partner (SSP in this case) is being called directly by your ad server, you will need to ensure the “iris_context” key and all values flow through from your initial ad request to your SSP partners
This is done using macros inserted into your demand partner ad tags that reference the “context” values passed to your ad server

Your demand partner should specify which key in their ad request needs to be populated with the “context” values, as this will be different from partner to partner

Compatible SSPs:

The “iris_context” key is compatible with any SSPs via both pre-bid and tag integrations.

Please consult your ad server on which macros to use to pass the “context” values, and consult your demand partner on which key to populate those values into.

Example: Google Ad Manager Ad Server Passing to Telaria SSP

In GAM, “cust_params” are pulled out and passed to demand partners using the Pattern Match Macro

Google documentation on the Pattern Match Macro can be found on this page: https://support.google.com/admanager/answer/2376981?hl=en
Telaria uses the key “c4” to pass context values in their requests.

Here is an example of a Telaria tag populated with GAM’s Pattern Match Macro that will pull out the “context” values sent in the cust_params section of the initial ad request:

https://5tmwh-tr5hk.ads.tremorhub.com/ad/tag?adCode=5tmwh-tr5hk&playerWidth=%%WIDTH%%&playerHeight=%%HEIGHT%%&playerPosition=preroll&videoTitle=%%VIDEO_TITLE%%&videoId=%%VIDEO_ID%%&c4=%%PATTERN:context%%&srcPageUrl=%%REFERRER_URL_ESC%%…

Passing the “iris_id” Key-Value Pair:

Overview: Passing the values in the “iris_id” key from the Ad Server to your SSP.

If your demand partner is being called directly by your ad server, you will need to ensure the “iris_id” key value flows through from your initial ad request to your SSP partners
This is done using macros inserted into your demand partner ad tags that reference the “iris_id” value passed to your ad server

Your demand partner should specify which key in their ad request needs to be populated with the “context” values, as this will be different from partner to partner

Compatible SSPs:

The “iris_id” key is compatible with any SSPs via both pre-bid and tag integrations.

Example: Google Ad Manager Ad Server Passing to Telaria SSP

In GAM, “cust_params” are pulled out and passed to demand partners using the Pattern Match Macro

Google documentation on the Pattern Match Macro can be found on this page: https://support.google.com/admanager/answer/2376981?hl=en
Telaria uses the key “c4” to pass context values in their requests.

Here is an example of a Telaria tag populated with GAM’s Pattern Match Macro that will pull out the “context” values sent in the cust_params section of the initial ad request:

https://5tmwh-tr5hk.ads.tremorhub.com/ad/tag?adCode=5tmwh-tr5hk&playerWidth=%%WIDTH%%&playerHeight=%%HEIGHT%%&playerPosition=preroll&videoTitle=%%VIDEO_TITLE%%&videoId=%%VIDEO_ID%%&c4=%%PATTERN:iris_id%%&srcPageUrl=%%REFERRER_URL_ESC%%…

Once Completed:

Once you’ve completed passing the contextual segments to your SSP, you can move on to setting up the Tracking and Reporting for Contextual Video Marketplace: Tracking and Reporting .