JavaScript for paid search optimisation

Can a script dynamically generate a spotlight tag

[Stronkie]

We have a travel client who uses DARTSearch for paid search campaigns.

We want to be able to manage bids and optimise campaigns according to the margins and availability of individual products.
For example, they own some of the hotels on their site, while the rest they simply get commission for reservations.
Obviously the owned hotels have a greater margin so they want to use the tool to push those hotels above the non owned.

DART have told us it is possible provided we can generate spotlight tags dynamically which tell the system which hotel has been booked.

So the script would need to read (in simple language)

If variable = "paris"
Generate tag type "2"

hope this makes sense... Anyone know if this is possible?

[DrDoc]

Not familiar with "spotlight tags". What are those?