DAR Paramater Reference

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The purpose of this document is to describe all necessary data inputs for Nielsen to conduct ad measurement on Computer Mobile and Connected TV platforms.

Mandatory campaign metadata From Nielsen CMI

Parameter Name	Legacy Parameter Name	Description	Required for Computer / Mobile (C/M)	Required for CTV	Example Value
Client ID	ci		✔	✔	nlsnci123
Ad Server	am		✔	✔	3
campaign_id	ca	Custom campaign hierarchy mapping to Campaign id	✔	✔	1234567
creative_id	cr	Custom campaign hierarchy mapping Creative id	✔	✔	765432
placement_id	pc	Custom campaign hierarchy mapping to Placement id	✔	✔	placement_plc0001
campaign_id	ca	Custom campaign hierarchy mapping to Campaign id	✔	✔	1234567
at	at	Fixed value	✔	✔	view
rt	rt	Fixed value	✔	✔	banner
st	st	Fixed value	✔	✔	image

Parameter listing

Parameter Name	Legacy 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	c9	Mobile Ad ID (IDFA, ADID), Connected Device ID. Should not be the user ID.	✔	Preferred if available	A487421B-XXXX-YYYY-8343-E3BBB66E44F2
provider_id	provid	This is a unique and persistent identifier supplied by the provider of the connected device content, which represents the device that is exposed to the ad. This is equivalent to the advertiser ID on mobile devices. Note: This ID must match across all data and reference assets sent to Nielsen (Experian match, viewing data, etc.)		✔	ab1cdef2-gh34-56ij-kl78-opq
country		Country of delivery ISO 3166 ALPHA-2 (US, CA, etc.)	Preferred, else derived from IP	Preferred, else derived from IP	US
uoo	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.	✔ required for publishers	✔ required for publishers	ed36968977606872e4312943c218568123786342
publisher_name	pub	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	prov	Name of the provider supplying the data to Nielsen.		✔ required for providers	Provider 123
tms_id		Gracenote program ID		✔	EP019890770017
program_name	c43	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
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	c7	Operating system of device	Preferred	Preferred	IOS, ANDROID, NA
device_group	c8=devgrp	desc	Preferred	Preferred	See #Device Group
device_platform	c10=plt	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
intid		Single ID assigned per integration provided by Nielsen	Preferred	Preferred	abc123abc123abc123abc123
app_id	c13=asid	Server App ID provided by Nielsen	✔	✔	AB57421Z-XXXX-YYYY-8343-FJQBJ26E44NT

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