XM General url appends breakdown for urls
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=gcm campaign name
utm_term=gcm placement name
utm_content=gcm creative name
For Adobe:
cid=%ebuy_%s_%epid_%ecid
the above are macros that pull in the ids for gcm campaign, site media is running on, gcm placement id, and gcm creative id
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