Technical Guides

Variables From Tags to_Custom_Codes
Context Variables

Variables From Tags to_Custom_Codes

This document explains how to define variables inside INS tags and VAST tags, and how these variables are accessed inside your custom methods.

It also includes syntax, examples, naming conventions, usage flow, and best practices.

1. Overview

Variables allow you to pass dynamic values from the ad tag (INS or VAST) directly into your custom code logic.
You can control creative behavior such as:

Colors
Text
URLs
Durations
Images & assets
Screen properties
Widget-level properties

This helps make creatives dynamic without re-uploading or editing visuals.

2. Variables in INS Tags

INS tags use the following syntax:

data-var-{name}="{value}"

Rules

Replace {name} with your variable name
Replace {value} with your desired value
Use lowercase, hyphen-friendly variable names
Add unlimited variables
All variables become available in your custom code

<ins id="adctv"
     class="adctv-ads"
     data-tenant="1"
     data-cdn="https://ads.adctv.com/"
     data-user="54"
     data-campaign="69284d2b2282b"
     data-placement="69313f977d871"
     data-creative="69313829e374f"
     data-height="600"
     data-width="300"
     data-responsive="false"
     data-adtype="generic_ad"
     data-env="false"
     data-var-img="https://ads.adctv.com/assets/1/3b/6931551b16f3b.png"
     data-var-bgcolor="yellow">
</ins>

<script src="https://ads.adctv.com/scripts/src/v2/tag.ins/tag.ins.js"></script>

How variables appear inside your custom method

variables.bgcolor
variables.img

3. Variables in VAST Tags

VAST tags support variables by appending them as query parameters:

&var-{name}={value}

Example — VAST URL

https://example.com/vast.xml?creative=123&placement=45 &var-theme=dark &var-autoplay=true &var-volume=0.5

Inside your custom logic

variables.theme       // "dark"
variables.autoplay    // "true"
variables.volume      // "0.5"

4. Accessing Variables Inside Custom Methods

Below are the steps required to apply tag variables inside your creative.

4.1 Select “Events” Tab

4.2 Select a Trigger from the List

4.4 Create a New Method

You can now write your own custom code.

4.5 Writing Custom Code (Example)

In this example, the creative uses two components:

Countdown Timer
Image Component

The image component has no uploaded asset.
Instead, we inject the image dynamically using a variable from the tag.

We use:

img → for image URL
bgcolor → for screen background color

Accessing variables

variables.img
variables.bgcolor

Important:

To apply variables to a specific component, select the element by its ID first.The widget and screen IDs will visible on custom method codeblocks

Sample Custom Code

/*
Layers and their IDs
 Screen list
 Screen 1 = #s10001_14318

 Widget list
 Countdown = #w10006_74144
 Image = #w10007_24899
*/
let img = document.querySelector("#w10007_24899");
img.children[0].setAttribute("source", variables.img);

let screen = document.querySelector("#s10001_14318");
screen.style.background = variables.bgcolor;

4.6 Save the Custom Event

4.7 Export the Creative

5. Updating Variables in the Tag

Use the exported INS/VAST tag on your domain and append the variables you want to control.

These variables will be available inside your custom code through:

variables.{name}
// or 
variables["{name}"]

Example INS Tag with Variables

<ins id="adctv"
     class="adctv-ads"
     data-tenant="1"
     data-cdn="https://ads.adctv.com/"
     data-user="54"
     data-campaign="69284d2b2282b"
     data-placement="69313f977d871"
     data-creative="69313829e374f"
     data-height="600"
     data-width="300"
     data-responsive="false"
     data-adtype="generic_ad"
     data-env="false"
     data-var-img="https://ads.adctv.com/assets/1/3b/6931551b16f3b.png"
     data-var-bgcolor="yellow">
</ins>
<script src="https://ads.adctv.com/scripts/src/v2/tag.ins/tag.ins.js"></script>

Variables used

data-var-img
data-var-bgcolor

Preview

6. Usage

Variables make creatives dynamic and reusable without modifying the creative.

By simply changing the variables inside the tag, you can deliver different versions instantly.

This eliminates the need to:

Create multiple creatives
Upload separate assets
Manage separate placements
Duplicate analytics

Analytics remain centralized in a single placement.

7. What Users Can Do With This

Change component properties using variables:

Text
Colors
Images
Sizes
Timings
Visibility
URLs

7.2 Create Region-Specific or Partner-Specific Content

Output variations for different:

Headlines
Offers
CTAs
Images

Perfect for large-scale distribution.

7.3 Enable Real-Time Content Updates

Marketing teams can change content instantly by editing tag variables.

No rebuild
No re-upload
No developer needed

7.4 Reduce Operational Overhead

One creative → unlimited variations
Cuts down asset creation time and maintenance.

7.5 Support Dynamic Personalization

Variables allow personalization based on:

Domain
Audience segment
Publisher
Geo
Campaign logic

Everything becomes adjustable from the tag.

Context Variables

Overview

Context Variables are values describing the user's current environment. They are resolved before the creative is rendered and are available for binding directly in components.

Context variables are divided into two categories:

Context Variables – Values obtained directly from backend services (Geo, Weather, Network, Bot, Time).
Advanced Context Variables – Values computed from one or more raw context variables.

Variable Categories

Category	Source	Description
Geo	Backend	User location
Weather	Backend	Current weather conditions
Network	Backend	ISP, protocol, RTT
Bot	Backend	Bot detection
Time	Backend	Local time information
Device	Browser	Device characteristics
Viewport	Browser	Viewport dimensions
Derived	Backend	Computed contextual values

Context Variables

Geo

Variable	Type	Description
`geo.country`	String	ISO country code
`geo.city`	String	City name
`geo.region`	String	State or region
`geo.lat`	Number	Latitude
`geo.lng`	Number	Longitude
`geo.timezone`	String	IANA timezone

Weather

Variable	Type	Description
`weather.temp`	Number	Temperature (°C)
`weather.feels_like`	Number	Feels-like temperature
`weather.humidity`	Number	Humidity (%)
`weather.condition`	String	Weather condition
`weather.icon`	String	Icon URL
`weather.text`	String	Description
`weather.is_day`	Boolean	Day/Night
`weather.precip`	Number	Precipitation
`weather.wind_speed`	Number	Wind speed
`weather.uv_index`	Number	UV Index
`weather.visibility`	Number	Visibility
`weather.sunrise`	String	Sunrise
`weather.sunset`	String	Sunset

Time

Variable	Type	Description
`time.timestamp`	Number	Unix timestamp
`time.hour`	Number	Hour (0–23)
`time.day_of_week`	Number	Day index
`time.timezone`	String	IANA timezone

Network

Variable	Type	Description
`network.isp`	String	ISP name
`network.asn`	Number	ASN
`network.protocol`	String	HTTP protocol
`network.rtt`	Number	Round-trip time

Bot

Variable	Type	Description
`bot.score`	Number \| Null	Bot score
`bot.is_bot`	Boolean	Bot detection
`bot.is_corporate_proxy`	Boolean	Corporate proxy

Advanced Context Variables

Overview

Advanced Context Variables provide higher-level contextual information that creatives can consume directly without implementing business logic.

Weather

Variable	Parameters	Type	Possible Values	Description
`weather.temperature_band`	`temp`	String	`hot` , `warm` , `cold`	Categorizes the current temperature.
`weather.condition_type`	`condition`	String	`sunny` , `cloudy` , `rainy` , `stormy` , `snowy` , `foggy`	Normalizes weather conditions into common categories.
`weather.uv_level`	`uv_index`	String	`low` , `moderate` , `high` , `extreme`	Classifies UV intensity.
`weather.comfort_level`	`temp` , `humidity`	String	`comfortable` , `humid` , `hot_humid` , `cold`	Indicates perceived outdoor comfort.
`weather.wind_level`	`wind_speed`	String	`calm` , `moderate` , `windy` , `stormy`	Categorizes wind intensity.
`weather.is_daylight`	`is_day`	Boolean	`true` , `false`	Indicates whether it is currently daytime.
`weather.precipitation_level`	`precip`	String	`none` , `light` , `moderate` , `heavy`	Classifies precipitation intensity.
`weather.visibility_level`	`visibility`	String	`clear` , `moderate` , `poor`	Categorizes current visibility.
`weather.activity_suitability`	`temp` , `precip` , `uv_index` , `wind_speed`	String	`excellent` , `good` , `poor`	Indicates suitability for outdoor activities.

Time

Variable	Parameters	Type	Possible Values	Description
`time.daypart`	`hour`	String	`early_morning` , `morning` , `afternoon` , `evening` , `night`	Current part of the day.
`time.is_weekend`	`day_of_week`	Boolean	`true` , `false`	Indicates whether today is Saturday or Sunday.
`time.is_work_hours`	`hour` , `is_weekend`	Boolean	`true` , `false`	Indicates whether current time falls within typical work hours.
`time.is_commuting_hours`	`hour`	Boolean	`true` , `false`	Indicates typical commuting periods.
`time.meal_period`	`hour`	String	`breakfast` , `lunch` , `snack` , `dinner` , `late_night`	Current meal period.
`time.productivity_state`	`hour` , `is_work_hours`	String	`productive` , `relaxed` , `sleeping`	General activity state based on time.

Network

Variable	Parameters	Type	Possible Values	Description
`network.speed_tier`	`rtt` , `protocol`	String	`fast` , `moderate` , `slow`	Overall network performance classification.
`network.supports_rich_media`	`speed_tier` , `protocol`	Boolean	`true` , `false`	Indicates whether the connection is suitable for rich media.
`network.video_quality_tier`	`speed_tier`	String	`low` , `medium` , `high`	Recommended video quality tier.

Variable

Parameters

Type

Possible Values

Description

network.speed_tier

rtt

protocol

String

fast

moderate

slow

Overall network performance classification.

network.supports_rich_media

speed_tier

protocol

Boolean

true

false

Indicates whether the connection is suitable for rich media.

network.video_quality_tier

speed_tier

String

low

medium

high

Traffic

Variable	Parameters	Type	Possible Values	Description
`traffic.quality_tier`	`bot_score` , `is_bot` , `is_corporate_proxy`	String	`high` , `medium` , `low`	Overall traffic quality assessment.
`traffic.is_suspicious`	`bot_score` , `is_bot` , `is_corporate_proxy`	Boolean	`true` , `false`	Indicates potentially suspicious traffic.
`traffic.trust_score`	`bot_score` , `is_bot` , `is_corporate_proxy`	Number	`0–100`	Numeric trust score for the request.

Variable

Parameters

Type

Possible Values

Description

traffic.quality_tier

bot_score

is_bot

is_corporate_proxy

String

high

medium

low

Overall traffic quality assessment.

traffic.is_suspicious

bot_score

is_bot

is_corporate_proxy

Boolean

true

false

Indicates potentially suspicious traffic.

traffic.trust_score

bot_score

is_bot

is_corporate_proxy

Number

0–100

Numeric trust score for the request.

Audience

Variable	Parameters	Type	Possible Values	Description
`audience.outdoor_score`	`temp` , `precip` , `uv_index` , `wind_speed` , `is_daylight`	Number	`0–100`	Indicates how suitable current conditions are for outdoor activity.
`audience.outdoor_likelihood`	`outdoor_score`	String	`high` , `medium` , `low`	Likelihood that the user is outdoors.
`audience.commerce_intent`	`hour` , `is_weekend` , `is_work_hours` , `daypart` , `temp` , `precip` , `condition_type`	String	`high` , `medium` , `low`	Estimated shopping intent.
`audience.engagement_likelihood`	`quality_tier` , `speed_tier` , `daypart` , `is_work_hours`	String	`high` , `medium` , `low`	Estimated likelihood of interacting with the creative.
`audience.mobility_state`	`hour` , `is_weekend` , `is_work_hours` , `daypart` , `activity_suitability`	String	`sleeping` , `commuting` , `working` , `leisure` , `stationary`	Estimated current mobility state.
`audience.session_mood`	`daypart` , `is_work_hours` , `is_weekend` , `mobility_state` , `condition_type`	String	`productive` , `relaxed` , `entertainment` , `rushed`	Estimated user mindset.
`audience.purchase_context`	`daypart` , `is_work_hours` , `is_weekend` , `mobility_state` , `condition_type`	String	`impulse` , `relaxed` , `functional`	Estimated purchasing context.

Device

Variable	Parameters	Type	Possible Values	Description
`device.rich_media_ready`	`speed_tier` , `trust_score`	Boolean	`true` , `false`	Indicates whether the device and connection are suitable for rich media experiences.
`device.experience_tier`	`speed_tier` , `trust_score` , `quality_tier` , `rich_media_ready`	String	`premium` , `standard` , `lite`	Recommended creative experience tier.

Variable

Parameters

Type

Possible Values

Description

device.rich_media_ready

speed_tier

trust_score

Boolean

true

false

Indicates whether the device and connection are suitable for rich media experiences.

device.experience_tier

speed_tier

trust_score

quality_tier

rich_media_ready

String

premium

standard

lite

Recommended creative experience tier.

Media

Variable	Parameters	Type	Possible Values	Description
`media.video_quality`	`speed_tier` , `video_quality_tier`	String	`240p` , `480p` , `720p` , `1080p`	Recommended maximum video resolution for the current connection.

Variable

Parameters

Type

Possible Values

Description

media.video_quality

speed_tier

video_quality_tier

String

240p

480p

720p

1080p

Recommended maximum video resolution for the current connection.

Technical Guides

Variables From Tags to_Custom_Codes

1. Overview

2. Variables in INS Tags

3. Variables in VAST Tags

4. Accessing Variables Inside Custom Methods

4.1 Select “Events” Tab

4.2 Select a Trigger from the List

4.4 Create a New Method

4.5 Writing Custom Code (Example)

4.6 Save the Custom Event

4.7 Export the Creative

5. Updating Variables in the Tag

6. Usage

7. What Users Can Do With This

7.1 Update Widget-Specific Properties

7.2 Create Region-Specific or Partner-Specific Content

7.3 Enable Real-Time Content Updates

7.4 Reduce Operational Overhead

7.5 Support Dynamic Personalization

Context Variables

Overview

Variable Categories

Context Variables

Geo

Weather

Time

Network

Bot

Advanced Context Variables

Overview

Weather

Time

Network

Traffic

Audience

Device

Media