What is a Placeholder?

A placeholder is a parameter in ad code provided by an Advertiser, to which a macro can be appended. Macros are used for tracking clicks in 3rd party code, cache busting, passing custom variables, etc.

For example: In the tag below there are two placeholders
Placeholder Macro Function
l %ZZECLICK Tracking clicks
z %ZZRAND% Cachebusting

<!– MSN Tag –>
<!– begin ZEDO for channel: Run of Network , publisher: default , Ad Dimension: Full Banner – 468 x 60 –>
<script language=”JavaScript”
src=”http://d7.zedo.com/jsc/d2/fl.js?n=1142&w=468&h=60&l=[INSERT_CLICK_TRACKER_URL]&z=[timestamp]” charset=”utf-8″></script>
<noscript><a href=”http://yads.zedo.com/ads2/r?n=1142;u=j;z=[timestamp]” target=”_blank”><img border=”0″ width=”468″ height=”60″ src=”http://yads.zedo.com/ads2/x?n=1142;u=j;z=[timestamp]” alt=”Click here”></a>
</noscript>
<!– end ZEDO for channel: Run of Network , publisher: default , Ad Dimension: Full Banner – 468 x 60 –>

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