Which of the following enables third-party providers to accurately perform certain functions, such as counting impressions and clicks?
- Server-to-server (S2S) integration
- Amazon Ad Tag
- Creative macros
Explanation:
The correct answer is **Creative macros** because creative macros enable third-party providers to accurately perform functions such as counting impressions and clicks by embedding short commands or shortcuts within the ad’s tracking URLs or tags. These macros automatically capture and pass relevant data (like impressions, clicks, and other performance metrics) to external systems for reporting and analysis. By using these macros, advertisers and third-party measurement providers can ensure that ad interactions are tracked properly without needing manual entry of each metric. The other options, such as server-to-server integration and the Amazon Ad Tag, serve different functions, with the ad tag being primarily focused on tracking data directly through the website and server-to-server integration being used for data exchange between servers.