Data pass

Data pass works by passing data on the impression, using a macro that is appended to the ad tag. The macro is made up of key-value parameters. In the ad tag, the key is the indicator that there is data to be passed. The value is the actual data value that is being passed.

For example, lineitem=${CAMPAIGN_ID} is a key-value parameter with a Display & Video 360 macro that is replaced with the actual line item ID in Display & Video 360 at serving time. The key is "lineitem"; the value is the macro "${CAMPAIGN_ID}". When the impression is served, the ${CAMPAIGN_ID} macro will be replaced by the data value specific to that impression (for example, Line item ID 123456).

Start with a feed template​ Refer to this sample feed structure as a starting point. You can browse additional feed templates in the template gallery.

Fill out the feed Follow these general feed instructions to begin populating the feed.

Add the data pass column After following the general feed instructions, make sure to add a column for the data that will be passed from the publisher (for example, LineItem_ID, Travel_Destination, and so on). In the above sample feed structure, this is the "LineItem_ID" column, which will contain the data pass values. The DSP/publisher should provide all data pass values that can be passed on impression in this column. The data pass column name does not need to match the key, so feel free to name the column whatever is most logical for your campaign. 

After uploading the feed to the Studio profile, follow the below steps that are specific to data pass strategies:

1. Navigate to Step 2: Manage Data. In the "Data types and filters" section, select the appropriate field type for each of the columns in the feed. For the data pass column, select Custom value as the field type.

   

2. Navigate to Step 3: Manage Rules. Confirm that the "Type" drop-down is set to Auto-filter and the Summary displays Filtering on: LineItem_ID (or whatever the data pass column is called). Click Manage. In the field that says Enter the request key to filter on, enter the key that will be used to pass the data upon impression (the examples above use the key: "lineitem").

   

3. In Step 4: Generate Code, the dynamic code is generated. Follow these steps to incorporate the dynamic code into the creative asset files and upload the final assets to Studio.

4. In Step 5: Preview, preview the creative. Enter the appropriate data pass value (for example, the line item ID "123456") into the custom value text box and click Apply. 

5. When you're done previewing, publish your profile.

Read these FAQs for answers to the most common questions, plus best practices.