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: November 7, 2025