Magnite Streaming: Passing Contextual Data

This details how to format the iris_context and iris_id KVPs in the Magnite Streaming tag integration.

SpringServe's Magnite Streaming HB Integration

If you are using the SpringServe ad server, and are passing IRIS-enabled data via the iris_context and iris_id fields, you will need to update all Demand Tags that integrate your SpringServe account with your Magnite Streaming account.

To do this:

  1. Navigate to your Demand Tag Settings page
  2. Select the Optional Parameters dropdown in the Bid Parameters section
  3. Select the c4 Optional Parameter
  4. Copy and paste the  {{IRIS_CONTEXT}} macro in the text field next to the Optional Parameters dropdown

When completed, your Magnite Streaming Demand Tag Settings should look similar to what you see in the below screenshot:

oRTB Integration

  • IRIS_ID will need to be passed to Magnite streaming via the attribute

  • IRIS_context (contextual values) will need to be passed in the extension field, using any of the available c values (c4 is preferred) 

Here is an example of those values:

"app": {
        "id": "xtz2u-vlqjo",
        "name": "ExampleName",
        "bundle": "12345",
        "domain": "",
        "storeurl": "",
        "publisher": {
            "id": "1009"
        "content": {
            "id": "iris_c27740c0ee5b113f",

"ext": {
        "extra": {
            "c4": "ic_0755895,ic_4890138,ic_4980180",

Tag Integration

The tag integration leverages the custom key-value pair formatting to pass in the iris_context and iris_id to Magnite Streaming.

The iris_context is passed through the c4 parameter, and the iris_id is passed through the keywords parameter.

Here is an example of how to pass the iris_context key-value through the c4 parameter using the macro (note that the ad server you use may have a different macro that should be used instead of ):


When an ad request containing an value is made, it will then expand to the corresponding IRIS_CONTEXT values as you can see below:


Here is an example of how to pass the macro (which may vary depending on the ad server you are using) through the video ID parameter :


When an ad request is made that contains the macro it will expand to the corresponding IRIS_ID as you can see below:


*Please contact your Magnite account representative for additional information.