DAR Paramater Reference

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Engineering Portal breadcrumbArrow.png Digital breadcrumbArrow.png Digital Ad Ratings breadcrumbArrow.png DAR Paramater Reference

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
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 See #Device Group
device_platform c10=plt Platform name OTT/code>, MBL/code>, DSK
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.comartnielsen@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