🏷️Wrapper Key-values

The wrapper automatically sends key-values to GAM. The current key-values are:

Wrapper Version

Description: The major version of the wrapper.

Name: wvr

Possible Values:

  • 3: For the new wrapper.

  • 2: For the old wrapper.

Prebid Winner Bidder (Prebid Specific)

Description: Prebid sends the winning bidder name to GAM.

Name: hb_bidder

Possible Values: The name of the bidder (e.g., appnexus, pubmatic).

Prebid Winning Bid Value (Prebid Specific)

Description: Prebid sends the winning bid value to GAM.

Name: hb_pb

Possible Values: Depends on pricing, typically from 0.01 to 20.00.

Prebid Winning Format (Prebid Specific)

Description: Prebid sends the format type of the winning bid to GAM.

Name: hb_format

Possible Values: banner, video, native.

Prebid Winning Source (Prebid Specific)

Description: Prebid sends the source of the winning bid to GAM.

Name: hb_source

Possible Values: client, s2s.

Prebid Winning Sizes (Prebid Specific)

Description: Prebid sends the sizes of the winning bid to GAM.

Name: hb_size

Possible Values: The value of the sizes in WIDTHxHEIGHT format (e.g., 728x90).

Prebid Ad Category (Prebid Specific)

Description: Prebid sends the ad category of the winning bid to GAM, based on the IAB taxonomy, if disclosed by the bidder.

Name: hb_acat

Possible Values: The IAB taxonomy category ID of the winning bid, formatted as a string (e.g., IAB1-18 for "News"). Categories follow the IAB Content Taxonomy 1.0.

Prebid Ad Domain (Prebid Specific)

Description: Prebid sends the domain of the winning bid to GAM, if disclosed by the bidder.

Name: hb_adomain

Possible Values: The domain of the advertiser associated with the winning bid, formatted as a string (e.g., example.com).

Prebid Winning Bid Cache Status

Description: Sends the cache status of the winning bid to GAM.

Name: hb_cs

Possible Values: current, cached, storage.

Prebid Bid Density

Description: Sends the count of the number of bids received.

Name: hb_bd

Possible Values: The number of total bids.

Flexible Safe Frames Signal

Description: Indicates whether SafeFrames are recommended for a specific impression based on the winning bid characteristics. The signal is set automatically by the wrapper according to configured rules that evaluate the bidder, advertiser domain, ad category, or ad unit. This key-value can be used in GAM line items or creative templates to conditionally enable SafeFrames.

Configuration: Set via dfp.flexibleSafeFramesSignal in config.json with conditions for bidders, advertiser domains, ad categories, or specific ad units.

Name: hb_sframe

Possible Values:

  • 0: SafeFrames not recommended for this impression

  • 1: SafeFrames recommended for this impression

Price Range Bucket

Description: Provides a way to report based on a range of prices, rather than a specific CPM, allowing for more flexible and efficient reporting.

Name: hb_rpb

Possible Values: A string representing a price range, with increments of 0.10. The format is [lower_bound]-[upper_bound], where bounds are formatted to two decimal places (e.g., 0.50_0.60). If a bid has a CPM of 1.23, the hb_rpb key will have the value 1.20-1.30.

Notes: To use this key, it must be added to the allowTargetingKeys array in your Prebid configuration:

Adunit Not Hidden

Description: Checks if the adunit is hidden through HTML/CSS.

Name: anh

Possible Values:

  • true: Adunit is not hidden.

  • false: Adunit is hidden.

  • For rich media formats, the name of the format (e.g., adhesion, sticky, interstitial, peel).

PreRender Status

Description: Checks the Chrome prerender status.

Name: prst

Possible Values:

  • no: The page is not prerendered.

  • before: The page is prerendering but not activated yet.

  • after: The page was prerendered and is now activated.

Page Navigation Type

Description: Represents how the page navigation was initiated. Can be enabled in config.targeting.pageNavigationType.

Name: pnType

Possible Values:

  • reload: Page was reloaded/refreshed.

  • push: New navigation entry (normal navigation).

  • replace: Current entry was replaced.

  • traverse: Navigation through history (back/forward).

  • navigate: Normal navigation (clicking a link, typing a URL, etc.).

  • back_forward: Navigation via browser back/forward buttons.

  • prerender: Page was prerendered.

  • reserved: Reserved value.

  • unknown: When navigation type cannot be determined.

Wrapper Iframe Environment

Description: The wrapper checks if it is loaded within an iframe and what type of iframe.

Name: wie

Possible Values:

  • top: Wrapper is not in an iframe.

  • friendly: Wrapper is in a friendly iframe.

  • cross: Wrapper is in a cross-domain iframe.

  • safe: Wrapper is in SafeFrames.

Wrapper Re-write Global Conflict

Description: Detects if there is a conflict when the wrapper attempts to re-write the default Prebid global variable.

Name: wrc

Possible Values:

  • nc: No Conflict.

  • fr: Forced Re-write set, but no conflict.

  • cr: Conflict Re-write detected.

Click Confirmed Penalty

Description: Detects if Google's click confirmed penalty is active. This penalty causes users to click twice on ads due to suspicious click activity. This value is for reporting purposes and is not applied to actual requests.

Name: ccp

Possible Values: unknown, true, false.

Tab In Focus

Description: Detects if the browser tab/window where the ad is displayed is in focus.

Name: tif

Possible Values: true, false.

Refresh Iteration Counter

Description: Counts the number of refreshes for an adunit.

Name: refresh_count

Possible Values: An integer representing the refresh count.

Refreshed Inventory Boolean

Description: Tracks whether the inventory has been refreshed.

Name: refreshed

Possible Values: true, false.

Refreshed Accelerated Seconds

Description: Represents the number of seconds the refresh was accelerated by.

Name: ras

Possible Values: From 0s to 30s.

Display Advertisers History

Description: Logs all Google Ad Manager (GAM) advertiser/company IDs that displayed an ad.

Name: dah

Possible Values: A list of GAM advertiser IDs.

Last Advertiser Displayed

Description: Logs the last Google Ad Manager (GAM) advertiser/company ID that displayed an ad.

Name: lad

Possible Values: The GAM ID of the last advertiser displayed.

Last User Interaction

Description: The time elapsed since the last user interaction (click, touch, scroll, visibility change, resize).

Name: lui

Possible Values:

  • From 0s to 59s.

  • From 1m to 59m.

  • 1h for interactions exceeding 59 minutes.

Session Depth

Description: The number of pageviews made in the current session.

Name: sesdepth

Possible Values: An integer representing the pageview count for the session.

GAM Library Load Time

Description: The time it takes for the GAM library to load, relative to the Wrapper Load Time.

Name: gpt_l

Possible Values: From 0 to 10000 in 100 increments.

Wrapper Load Time

Description: The time it takes for the Wrapper to load, relative to page navigation.

Name: wrap_l

Possible Values: From 0 to 10000 in 100 increments.

Page Load Time

Description: The time it takes for the page to load. This is important as the first ad processing occurs upon page load.

Name: page_r

Possible Values: From 0 to 10000 in 100 increments.

Wrapper Analytics Auction Init

Description: The time it takes for the auction to be initiated, relative to the Wrapper Load Time.

Name: waai

Possible Values: From 0 to 10000 in 100 increments.

Wrapper Analytics Auction End

Description: The time it takes for the auction to end, relative to the auction initiation.

Name: waae

Possible Values: From 0 to 10000 in 100 increments.

Wrapper Analytics Bidders Timeout

Description: Identifies bidders that timed out, relative to Prebid's detection.

Name: wabt

Possible Values: The name of the bidders.

Wrapper Analytics Bidders Timeout Real

Description: Identifies bidders that timed out before bids were sent to GAM.

Name: wabtr

Possible Values: The name of the bidders.

Connection DownLink

Description: The connection downlink speed.

Name: cndl

Possible Values:

  • 0: Unknown.

  • 0.1: Under 1MB.

  • 1: 1-9.99 MB.

  • 10: 10-99.99 MB.

  • 100: 100-999.99 MB.

  • 1000: >= 1000 MB.

Connection RTT

Description: The connection Round Trip Time speed.

Name: cnrtt

Possible Values:

  • 0: Unknown.

  • 10: <= 10ms.

  • 100: <= 100ms.

  • 900: <= 900ms.

  • 1000: >= 1000ms.

Connection Type

Description: The connection type.

Name: cntp

Possible Values: na, bluetooth, cellular, ethernet, none, wifi, wimax, other, unknown.

Connection Effective Type

Description: The connection speed type.

Name: cnet

Possible Values: na, slow-2g, 2g, 3g, 4g, 5g.

Connection Save Data

Description: Indicates if the connection has save data enabled.

Name: cnsd

Possible Values: true, false.

Page Ad Density PreRequest

Description: Represents ad density before requests, based on the biggest ad size available.

Name: padpr

Possible Values: From 0 to 100.

Page Ad Density

Description: Represents ad density after ads have been rendered.

Name: pad

Possible Values: From 0 to 100.

Google Ad Manager Identification

Description: Checks if the GAM cookie, used to identify the user, exists.

Name: gads

Possible Values: true, false.

Cookies Enabled

Description: Checks if the browser allows third-party cookies.

Name: cookieEnabled

Possible Values: true, false, na.

User Identifications Services/Providers

Description: The wrapper checks which User Identification services detected the user.

Name: uids

Possible Values: Name of the User Identification services.

User Identifications Services/Providers Count

Description: The wrapper counts how many User Identification Services detected the user.

Name: uids_c

Possible Values: The number of User Identification services.

Topics API Interests

Description: The interests according to Topics API.

Name: topicsapi

Possible Values: Topics API Taxonomy.

Notes: For more information on how topics are curated and selected, refer to Google Privacy Sandbox Topics.

Individual User Identifications Services/Providers

Description: Sets a key-value for each configured User Identification Service/Provider, indicating if the user has been identified.

Name: Name of the Service/Provider configured.

Possible Values: true, false.

UTMs utm_campaign

Description: The wrapper checks if UTMs are set in the URL and sends the utm_campaign value to GAM.

Name: utm_campaign

Possible Values: Value of the utm_campaign parameter.

UTMs utm_source

Description: The wrapper checks if UTMs are set in the URL and sends the utm_source value to GAM.

Name: utm_source

Possible Values: Value of the utm_source parameter.

UTMs utm_medium

Description: The wrapper checks if UTMs are set in the URL and sends the utm_medium value to GAM.

Name: utm_medium

Possible Values: Value of the utm_medium parameter.

UTMs utm_content

Description: The wrapper checks if UTMs are set in the URL and sends the utm_content value to GAM.

Name: utm_content

Possible Values: Value of the utm_content parameter.

Device

Description: Checks the device type.

Name: device

Possible Values: desktop, tablet, mobile.

Browser

Description: Checks the browser.

Name: browser

Possible Values: edge, chrome, firefox, safari, opera, ie, other.

Operating System

Description: Checks the operating system.

Name: os

Possible Values: linux, mac, windows, other.

Browser Language Code

Description: Checks the browser language code.

Name: blc

Possible Values: A comprehensive list of language codes (e.g., en-US, fr-CA, zh-TW).

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