DAR Paramater Reference

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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
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


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