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Portal keyword

This is a Verve-assigned value identifying the distribution portal on which the advertisement is being displayed.

Allow Values: 'iphn' - iOS Devices; 'anap' - Android Devices


Partner (Publisher) Keyword.

This is a Verve-assigned value identifying the publisher of the mobile content. Note that there's a one-to-one relationship between a mobile site and a publisher. For example, for the Daily Planet's mobile site, the partner keyword might be "dailyplanet".


Content Category

This is an integer which identifies the type of content available on the page for which an ad is requested. For example, a page of sports news will have one category ID, while a page of movie reviews will have another. See  Appendix A  for a complete list of categories and codes. 

Multiple c values can be passed on the querystring as c=value1&c=value2&c=value3

uiUser IdentifierDevice ID. If a ui value is passed, the uis parameter should also be set. ui value is case sensitive. Unhashed IDFA (Apple ID) should be upper case. All other ui values, including hashed IDFA's, should be lower case.
uisUser Identifier SourceCode indicating the source or type of ID passed in the "ui" parameter. (Ignored when the "ui" parameter is not present.) By default, and in the absence of this parameter, the user identifier is assumed to be a randomly-generated ID. iOS id's must be passed as uppercase and Android id's in lower case. Refer to this section to understand the uis mapping: User Identifier Guidance. If you cannot properly set a uis value, please talk with your account manager for alternate ways to pass this data.
appidApp Bundle IdUnique key that identifies the app (e.g. iOS Bundle ID or Android App ID or Package name). This is usually in the following format: com.example.myapp
adunitAd Unit

Valid values; vastlinear (only supported on the /vast endpoint), vastnonlinear (only supported on the /vast endpoint).

latLatitudeLatitude location of the user making the ad request. Note the "ll" parameter is the preferred method in which to supply geolocation information. Please pass the most accurate location known, which is generally GPS data pulled from the device.

Longitude location of the user making the ad request. Please pass the most accurate location known, which is generally GPS data pulled from the device.

videoPlacementVideo Placement

Allowed values: stream, banner, article, feed, floating

  • stream: Played before, during or after the streaming video content that the consumer has requested (e.g., Pre-roll, Mid-roll, Post-roll)
  • banner: Exists within a web banner that leverages the banner space to deliver a video experience as opposed to another static or rich media format. The format relies on the existence of display ad inventory on the page for its delivery.
  • article: Loads and plays dynamically between paragraphs of editorial content; existing as a standalone branded message
  • feed: Found in content, social, or product feeds
  • floating: Covers the entire or a portion of screen area, but is always on screen while displayed (i.e. cannot be scrolled out of view)
skipAllow SkipIndicates if the player will allow the video to be skipped. Boolean (true|false)
ccContainer Capability

Indicates the container capabilities for the video ad request. VAST and/or VPAID support, including supported version, should be communicated: e.g. cc=vast2.0&cc=vpaid1.0


Video Mime Type

The mime type allowed for video delivery (e.g.: video/mp4, video/x-flv); string value: videoMime=video/mp4, videoMime=video/x-flv, etc.

 vph Video Height Height of video player, in pixels: vph=320
 vpw Video Width

 Width of video player, in pixels: vpw=480

DNTDo Not TrackIndicates whether the device has "Limit Ad Tracking" enabled; Boolean (1=Enabled, 0=Disabled)


Optional Video Parameters