Macro (Ad Tag Macro)

A placeholder in an ad tag or URL, such as a timestamp or click URL, that the ad server replaces with a real value at serve time.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

A macro is a placeholder in an ad tag or URL, such as a timestamp, cache buster, or click URL, that the ad server replaces with a real value when the ad is served. Macros let one tag pass dynamic information to other systems, enabling accurate click tracking, cache prevention, and reporting across platforms.