DAR Paramater Reference

Parameter Name	Description	Required for Computer / Mobile (C/M)	Required for CTV	Example Value
session_id	Unique, client-generated value that represents uninterrupted app interaction by no greater than 30 minutes. Must match session_id in other files	✔	✔	R487421B-XXXX-YYYY-3343-E3BBB46E44F2
device_id	Mobile Ad ID (IDFA, ADID), Connected Device ID. Should not be the user ID. If hashing required, SHA-256 is preferred	✔	Preferred if available	A487421B-XXXX-YYYY-8343-E3BBB66E44F2
is_device_id_hashed	If device_id is SHA-256: hashed = 1, else = 0	✔	✔	0, 1
uid2	Trade Desk Unified ID 2.0 This should be the unencrypted, non-tokenized UID2.0 in the clear	Preferred	Preferred	MTKVpUAzwYAPnHrtfE0wlINOMzhU7UUEjjVdCdRu63k=
uid2_token	Encrypted Unified ID 2.0	Preferred	Preferred	AgAAAAPFR0zA5ogv/yaAPiUsAdZPsfqS8QlDSGxAB+rr8yekFs3AjLYVk5qqqiyV2XHbSuwz HmxSlLeQeKQI1mp015jsNnpX5/xGgXldcgVz+gFnyh3T8/3agMwRmyrhCxG4oH2C7fc48AQk2 eotE7FW0ZDEYM8fD9ZxDaxFUC/OV3OuZA&
first_name_sha256	SHA256 hashed First name Note: #Email Normalization rules applied before hashing		✔	arthur → befa156f0283eb0062beb9b86e16a413e1cf8c5135e5518d5c4fa321ce0c7b6b
last_name_sha256	SHA256 hashed Last name Note: #Email Normalization rules applied before hashing*		✔ if HEM unavailable	nielsen → eae8e3404182477f008479b38a6629ee86b23cefe2c418c5dc5c2f0d02af5475
suffix_sha256	SHA256 hashed suffix Note: #Email Normalization rules applied before hashing		✔ if HEM unavailable	jr → f04a21f9e1c244d59df2255328fb2684c83f51c09e3c53108ed766681b5f4c84
address	Registration address		✔ if HEM unavailable	625 6th Ave, New York, NY 10011
hem_sha256	SHA-256 hashed email Note: #Email Normalization rules applied before hashing	✔	✔	55C06A30DAA5D5F382FDEB8C702EC57875CC9D91A7C78BB620053FD81DC4335C
country	Country of delivery ISO 3166 ALPHA-2 (US, CA, etc.)	Preferred, else derived from IP	Preferred, else derived from IP	US
uoo	User opt out flag (demographic measurement – based on OS “Limit Ad Tracking” or “Opt out of Ads Personalization” setting): 0 = not-opted-out, 1 = opt-out	✔	✔	0, 1
timestamp	Server Unix time in milliseconds (UTC) when exposure occurs	✔	✔	1548395046744
publisher_user_id	Publisher-specific (first party) user ID (must remain persistent indefinitely; must match ID in user mapping file, no collisions).	✔ required for publishers	✔ required for publishers	ed36968977606872e4312943c218568123786342
dar_url	The DAR URL for the specific Nielsen campaign to be tracked. In cases of 3rd party DAR RULs, this URL should be intercepted and unaltered by the publisher/provider.	✔	✔	http://secure-gl.imrworldcwide.com/cgi-bin/m?ca=nlsn1234&cr=678&ce=abc&pc=12345&ci=nlsnci123&am=1&at=view&rt=banner&st=image&r=12345
publisher_name	Name of the publisher where the ad or content is being served.		✔ required for publishers	Publisher 123
provider_user_id	Provider-specific device ID (must remain persistent indefinitely, must match ID in user mapping file, no collisions).		✔ required for providers	A769C2B-3CBD-5784-852F-C57875CC9D91A
provider_name	Name of the provider supplying the data to Nielsen.		✔ required for providers	Provider 123
tms_id	Gracenote program ID		✔	EP019890770017
program_name	Name of program in which the ad was served		✔	Name Of TV Show
original_airtime	Original broadcast time of content (if applicable) in Unix epoch timestamp format		✔	1593633600
advertiser_id	Publisher Advertiser ID/Account ID (if necessary via API from ad server)	Preferred	Preferred	001C000001MEebYIAT
advertiser_name	Publisher Advertiser Name/Account Name	Preferred	Preferred	Account ABC
campaign_name	Custom campaign hierarchy mapping to Campaign name	Preferred	Preferred	Campaign 1
creative_name	Custom campaign hierarchy mapping Creative name	Preferred	Preferred	Creative 1
placement_name	Custom campaign hierarchy mapping to Placement name	Preferred	Preferred	Placement 1
campaign_id	Custom campaign hierarchy mapping to Campaign id	Preferred	Preferred	1234567
creative_id	Custom campaign hierarchy mapping Creative id	Preferred	Preferred	765432
placement_id	Custom campaign hierarchy mapping to Placement id	Preferred	Preferred	1357246
publisher_deal_id	ID made available to bid stream for programmatic ad buying	Preferred	Preferred	246810
transaction_id	ID confirming the purchase of an impression placement in programmatic bid stream	Preferred	Preferred	112358132134
creative_type	Ad format: 0=other, 1=display, 2=video	Preferred	Preferred	0, 1, 3
is_business	Indicator for business vs residential account: 1 = business, 0 = residential	Preferred	Preferred	0, 1
url	URL the ad ran on	Preferred	Preferred	example.com/v/video
advertiser_brand	advertiser defined brand	Preferred	Preferred	Brand ABC
advertiser_sub_brand	advertiser define sub-brand	Preferred	Preferred	Sub-brand ABC
gdpr_consent	TC string. Required if Publisher is using TCF framework	Preferred / Required in some markets	Preferred / Required in some markets	CLcVDxRMWfGmWAVAHCENAXCkAKDAADnAABRgA5mdfCKZuYJez-NQm0TBMYA4oCAAGQYIAAAAAAEAIAEgAA.argAC0gAAAAAAAAAAAA
ip_address	Plain-text IP address	✔	✔	86.100.256.123
device_useragent	Client-device user agent string	✔	✔	Mozilla/5.0 (Windows NT 10.0; Win64; x64) AppleWebKit/537.36 (KHTML, like Gecko) hrome/84.0.4147.125 Safari/537.36
os_group	Operating system of device	Preferred	Preferred	IOS, ANDROID, NA
device_group	desc	Preferred	Preferred	See #Device Group
device_platform	Platform name	Preferred	Preferred	OTT/code>, MBL/code>, DSK
dma	DMA where ad was served	Preferred	Preferred	501
zip_code	ZIP code where ad was served	Preferred	Preferred	10001
param	desc	Preferred	Preferred
param	desc	Preferred	Preferred
param	desc	Preferred	Preferred
param	desc	✔	✔

Email Normalization

The below procedures should be performed before hashing emails:

• remove all leading and trailing whitespace
• force lowercase
• for @gmail.com addresses only:
• remove dots
• remove + suffix, including sign

Example: Art.Nielsen+JR@gmail.com → artnielsen@gmail.com

Device Group

This is the device type where the user was exposed to the ad. Nielsen relies on both the c8 and c10 values to make platform determination; these values must be consistently populated. If c8 or c10 are not present in the tag, then Nielsen collections will infer the device and platform based on the user agent present in the tag. If one of the below values cannot be determined, then the parameter should not be included in the call or should be left empty.

Valid values for connected devices are as follows:

• STV (Smart TVs)
• STB (Set-top boxes)
• RKU (Roku devices, excluding SmartTVs)
• APL (Apple devices)
• AMN (Amazon devices, excluding SmartTVs)
• GGL (Google devices, excluding SmartTVs)
• XBX (Xbox devices)
• PSX (PlayStation devices)
• DVD (BluRay & DVD player devices)
• PHN (Mobile phone)
• UNWN (Unknown Device)

Device Group	Include	Exclude
"APL" (Apple devices)	Apple TV	Desktop (use DSK), Tablet (TAB), Mobile (PHN)
"AMN"	STB	Smart TV (STV), Tablet (TAB), Mobile (PHN), Desktop (DSK)
Example	STB	Smart TV (STV), Tablet (TAB), Desktop (DSK)
Example	STB	Smart TV (STV)

Note: For OS, “Android” and “iOS” only applicable for Mobile and Tablet devices