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

Param Name	Legacy Parameter Name	Description	Required for Computer / Mobile (C/M)	Required for CTV	Example Value
client_id	ci	The ID that is associated with the DAR account that processed tag data is associated with. Will always be hardcoded to a Nielsen generated value that comes from the Nielsen campaign management system	✔	✔	nlsnci123
ad_server	am	ad server participating on the campaign media-plan. This is an internal Nielsen generated value when the ad server is indicated on the campaign during setup	✔	✔	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
action_type	at	Fixed value "view"	✔	✔	view
resource_type	rt	Fixed value "banner"	✔	✔	banner
subresource_type	st	Fixed value "image"	✔	✔	image

Parameter listing

Param Name	Legacy Parameter Name	Description	Required for Computer / Mobile (C/M)	Required for CTV	Example Value
session_id	impid	Unique, client-generated value that represents uninterrupted app interaction with content with gaps no greater than 30 minutes.	✔	✔	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
publisher_id	pubid	This is a unique and persistent identifier supplied by the publisher of the connected device content, which represents the user that is exposed to the ad. This is equivalent to the advertiser ID on mobile devices.		✔	ab1cdef2-gh34-56ij-kl78-opq
uoo	uoo	User opt out flag based on OS “Limit Ad Tracking” or “Opt out of Ads Personalization” in mobile setting). This is an indicator for users who have opted out of ad tracking on their app and/or device. The absence of uoo in the tag is interpreted as an implicit opt-in (ie. not opted out). Nielsen offers an opt out from DAR measurement as described in the Nielsen privacy policy. Nielsen requires each application that contains active Nielsen measurement software to disclose that measurement software is included in that app, and provide access to an opt out mechanism: 0 = not-opted-out, 1 = opt-out	✔	✔	0, 1
publisher_user_id		Publisher-specific (first party) user ID (must remain persistent indefinitely.	✔ required for publishers	✔ required for publishers	ed36968977606872e4312943c218568123786342
publisher_name	pub	This is a Nielsen-supplied value representing the publisher of the content where the ad was served.	✔	✔ required for publishers	HOO
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	c36	Gracenote program ID		✔	EP019890770017
gracenote_ch_id	gc_id	Gracenote channel ID		✔	123456
app_name	c42=provapn	This is a publisher supplied value, passed either directly or via the platform provider, which represents the name of the app where the user was exposed to the ad. A separate app name will be provided for production use. Please request the app name from your Nielsen representative.		✔	hoolivideo
program_name	c43	This is a publisher supplied value, passed either directly or via the provider, which represents the program name of the content where the user was exposed to the ad. It is critical that these values are formatted and passed consistently. These values should be URL encoded.		✔ if tms_id not provided	Name Of TV Show S06+<S06:E13>
channel_name	ch_name	This is a publisher-supplied value, passed either directly or via the provider, which represents the name of the channel where the user was exposed to the ad. This value should be URL encoded.		✔ if tms_id not provided	abc
publisher_genre	c44=provcg	This is a publisher-supplied value which represents the genre of the content where the user was exposed to the ad. In case multiple genre values are present, delimited values can be passed string in order of relevance. It is critical that these values are formatted and passed consistently. These values should be URL encoded.		✔ if tms_id not provided	<drama>+<comedy>
program_type	c45=provgencls	TThis is a publisher-supplied value which distinguishes between television and movie content. One of the following two fixed string values (“television” or “movie”) should be passed, depending on the combination being represented.		✔ if tms_id not provided	television, movie
os_group	c7	Operating system of device	Preferred	Preferred	IOS, ANDROID, NA
device_group	c8=devgrp	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.	✔	✔	See #Device Group
device_platform	c10=plt	Platform name	✔	✔	OTT, MBL, DSK
intid		Single ID assigned per integration provided by Nielsen	✔	✔	abc123abc123abc123abc123
app_id	c13=asid	Server App ID provided by Nielsen	✔	✔	AB57421Z-XXXX-YYYY-8343-FJQBJ26E44NT
timestamp		Server Unix time in milliseconds (UTC) when exposure occurs	✔	✔	1548395046744
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

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