If the brand doesn't have something specific in mind, talk to adops about using these as the template for the url appends.

For URL appends:

Google:

utm_source=where the media is running

utm_medium=display, video, native, etc - whichever applies best

utm_campaign=cm campaign name

utm_term=cm placement name

utm_content=cm creative name_cm creative id

For Adobe:

cid=%ebuy_%s_%epid_%ecid

the above are macros that pull in the ids for cm campaign, site media is running on, cm placement id, and cm creative id