Ad Type & Placement Naming Convention
A consistent naming convention for ad types and placements keeps campaigns, placements, and reports easy to read, filter, and audit across the whole platform. Use the codes and format below when creating ad placements so that every name is predictable and self-describing.
Ad Type Codes
These short codes are fixed across the entire platform:
| Code | Ad Type |
|---|---|
SP | Sponsored Product |
SD | Sponsored Display |
SB | Sponsored Brand |
SV | Sponsored Video |
ISV | In-Store Video |
CROSS | Cross-Sell |
STORE | Sponsored Store (store type) |
Naming Format
<AD_TYPE>.<PLATFORM>.<PLACE>
For example: SP.DESKTOP.HOME_PAGE — a Sponsored Product placement on the desktop home page.
Platform values
| Value | Meaning |
|---|---|
DESKTOP | Desktop web |
MWEB | Mobile web |
APP | Mobile application |
Placement values
| Value | Meaning |
|---|---|
HOME_PAGE | Home page |
CATEGORY_LISTING | Category listing page |
SEARCH_LISTING | Search results page |
PRODUCT_DETAIL_PAGE | Product detail page |
COLLECTION_LISTING | Collection page |
Examples
Sponsored Product (SP)
| Platform | Placement | Name |
|---|---|---|
| Desktop | Home Page | SP.DESKTOP.HOME_PAGE |
| Desktop | Category Listing | SP.DESKTOP.CATEGORY_LISTING |
| Desktop | Search Listing | SP.DESKTOP.SEARCH_LISTING |
| Desktop | Product Detail Page | SP.DESKTOP.PRODUCT_DETAIL_PAGE |
| Desktop | Collection | SP.DESKTOP.COLLECTION_LISTING |
| Mobile Web | Home Page | SP.MWEB.HOME_PAGE |
| Mobile Web | Category Listing | SP.MWEB.CATEGORY_LISTING |
| Mobile Web | Search Listing | SP.MWEB.SEARCH_LISTING |
| Mobile Web | Product Detail Page | SP.MWEB.PRODUCT_DETAIL_PAGE |
| Mobile Web | Collection | SP.MWEB.COLLECTION_LISTING |
| App | Home Page | SP.APP.HOME_PAGE |
| App | Category Listing | SP.APP.CATEGORY_LISTING |
| App | Search Listing | SP.APP.SEARCH_LISTING |
| App | Product Detail Page | SP.APP.PRODUCT_DETAIL_PAGE |
| App | Collection | SP.APP.COLLECTION_LISTING |
Sponsored Display (SD)
| Platform | Placement | Name |
|---|---|---|
| Desktop | Home Page | SD.DESKTOP.HOME_PAGE |
| Desktop | Category Listing | SD.DESKTOP.CATEGORY_LISTING |
| Desktop | Search Listing | SD.DESKTOP.SEARCH_LISTING |
| Desktop | Product Detail Page | SD.DESKTOP.PRODUCT_DETAIL_PAGE |
| Desktop | Collection | SD.DESKTOP.COLLECTION_LISTING |
| Mobile Web | Home Page | SD.MWEB.HOME_PAGE |
| Mobile Web | Category Listing | SD.MWEB.CATEGORY_LISTING |
| Mobile Web | Search Listing | SD.MWEB.SEARCH_LISTING |
| Mobile Web | Product Detail Page | SD.MWEB.PRODUCT_DETAIL_PAGE |
| Mobile Web | Collection | SD.MWEB.COLLECTION_LISTING |
| App | Home Page | SD.APP.HOME_PAGE |
| App | Category Listing | SD.APP.CATEGORY_LISTING |
| App | Search Listing | SD.APP.SEARCH_LISTING |
| App | Product Detail Page | SD.APP.PRODUCT_DETAIL_PAGE |
| App | Collection | SD.APP.COLLECTION_LISTING |
The same <AD_TYPE>.<PLATFORM>.<PLACE> pattern applies to every other ad type (SB, SV, ISV, CROSS, STORE) — only the ad type code changes.