[macro] or {macro}

Equativ (Smart AdServer) Macros

Equativ, formerly Smart AdServer, uses square brackets and prefixes most of its identifiers with sas_. It accepts curly braces for the same macros, and it is the only platform here with a built-in filter syntax for post-processing a value.

Click tracking

Macro	Expands to
[sas_creativeClickUrl]	The click-counting redirect URL for third-party creative scripts.
[sas_creativeClickCountPixelUrl]	The click-counting pixel URL.
[sas_trackClickUrls]	The array of tracking click URLs.
[sas_transactionid]	A unique click identifier, used to correlate conversions.

Cache busting

Macro	Expands to
[timestamp]	The timestamp of the ad call.

Identifiers

Macro	Expands to
[sas_insertionId]	The insertion ID.
[sas_creativeId]	The creative ID.
[sas_campaignId]	The campaign ID.
[sas_advertiserId]	The advertiser ID.
[sas_siteId]	The site ID.
[sas_pageId]	The page ID.
[sas_formatId]	The format ID.

Creative and rendering

Macro	Expands to
[sas_creativeUrl]	The creative's URL on the Equativ CDN.
[sas_creativeType]	The creative format: 0 script, 1 image, 2 mp4, 4 HTML5.
[sas_tagId]	The DOM tag ID the ad renders into.

Filters

Macro	Expands to
[macroName\|urlEncoded]	The macro's value, URL-encoded at expansion time.Use when nesting a URL inside another URL, instead of encoding by hand.
[macroName\|jsonEncoded]	The macro's value, JSON-encoded.

The one that catches people out

The filter syntax is the part worth knowing, because it removes a whole class of encoding bug. Appending a filter with a pipe — [macroName|urlEncoded] — encodes the value at expansion time, so you do not have to hand-encode a URL being nested inside another. When a click tracker built on Equativ loses everything after its first ampersand, the fix is usually a missing urlEncoded filter rather than anything in the destination.

To check how many times a value has been encoded before trafficking it, the URL encoder and decoder reports encoding depth — which is usually faster than testing an impression to find out.

Verified against Equativ / Smart AdServer Help — Macros on 30 July 2026. Platforms change macros without notice — check the source before relying on this for a live campaign.