Metrics Glossary

This is a list of available reporting metrics by organization type. Starred (*) metrics are specific to the Video SSP marketplace. See also Glossary: Keys and filters.


A B C D E F G H I J K L M N O P Q R S T U V W X Y Z


A

Ad Attempts

The number of times the Video SSP platform tries to display an ad. If trafficking an Video SSP VAST tag in an external ad server this metric indicates the number of times your VAST tag returned an ad.

If trafficking a VPAID or TbV tag this metric indicates the number of times the VPAID ad was actually attempted by One Video VPAID plugin.

Ad Break Impressions

For each ad break (whether one or multiple ads are returned) the platforms records a single ad break impression when the ad is rendered. (This differs from Ad Impressions, which are recorded for each successful ad rendering.) This metric can be used to help calculate actual fill rate.

Ad Errors

The number of times an error occurs when the Video SSP platform plugin is trying to display an ad.

Ad Impressions

The number of times the Video SSP platform successfully displays an ad (or starts an ad, for video ads) in an ad spot.

Note: For ad network ads, one ad success is counted when the ad network successfully takes over the ad spot to show ads, no matter how many ads the ad network actually shows.

Ad Loaded Timeouts

The number of times that the Video SSP ad player times out waiting for instructions from the ad server or ad network about whether to move forward with requesting the ad. For VAST ads served from the Video SSP platform ad server, this represents timeouts while waiting for the VAST XML. (Example: Ad networks A and B are both targeted to the U.S., at priorities 1 and 2, respectively, and the ad policy specifies a 3 second ad loaded timeout. In a video view in the U.S., the ad player first tries ad network A, but ad network A does not respond within the 3 second window. The Video SSP ad player abandons the attempt and moves on to try ad network B.)

Ad Loads

The number of times the Video SSP platform plugin loads.

Ad Margin

The difference between ad revenue and total spend. Derived from calculation of ad revenue based on the ad's Price field in the General tab as compared to the total spend for that ad.

Ad Opportunities

An ad opportunity is an opportunity for Video SSP to serve an ad to an end user. The ad request may come from an ad tag or from the Video SSP ad player. For ad tag requests, an ad opportunity is counted when the ad tag is requested. For Video SSP's ad player integrations, the ad opportunity is counted when there is an opportunity to play an ad based on the matching ad policy criteria. Ad opportunities are counted regardless of whether there is an ad to be shown. Please click here for more information on how ad opportunities are counted.

Ad Request

The number of times that a user requests a VPAID video ad delivered by Video SSP. 

Use the Ad Request metric along with Ad Impression and Ad Revenue to determine Request Fill and RPM. The Ad Request metric is available across all traffic (Ad Opportunities for VAST and TbV, Ad Request for VPAID) which allows better monetization and more accurate comparison across response types (VAST, VPAID, and TbV) where traffic flows.

Ad Resolution Failures

The number of times an error occurs when resolving an ad.

Ad Resolution Time

The average amount of time it takes to resolve an ad.

Ad Revenue

The amount of revenue made.

Ad Serving Fees

The fees for serving ads.

Ad Skips

The number of times an ad is skipped.

Ad Spot Resolution Time

The average amount of time it takes to show the first ad in an ad spot.

Ad Spot Timeouts

The number of times that the Video SSP ad player times out waiting for an ad to display. After an ad spot timeout, the ad player stops trying to fill the ad spot that timed out, but may try again in future ad spots.

Example: If the adpolicy specifies a 3 second ad spot timeout on the preroll spot, and the ad player spends 3 seconds cycling through one or more ads, none of which succeed, then the ad player will abandon any attempts to show a preroll on that video view. However, if a later spot is enabled--for example, the overlay spot--then the ad player will try to show ads in that spot.

Ad Started Timeouts

The number of times that the Video SSP ad player times out waiting for an ad from an ad network or ad server. After an ad started timeout (ad started timeouts are always activated after 5 seconds), the ad player moves on to try the next matching ad. (Example: Ad networks A and B are both targeted to the U.S., at priorities 1 and 2, respectively. In a video view in the U.S., the ad player first tries ad network A, but ad network A does not respond within the 5 second window. The ad player abandons the attempt and moves on to try ad network B.)

Ads Paused

The number of times that a user pauses an ad.

Ads Resumed

The number of times that a user resumes a paused ad.

Average Frequency

The average number of times unique users were exposed to the campaign, ad, creative, and advertiser.


B

Bid Requests

The number of bid opportunities that are sent to an RTB buyer for them to potentially bid on (only applies to RTB buyers.)

Bid Responses

The number of times that an RTB buyer responds to a bid request with a bid (only applies to RTB buyers.)

Billable Views

The number of views with at least one ad network ad, in-house ad, or external ad server creative displayed that is billed to the user by Video SSP.

Buyer Margin

A percentage mark-up of the cost of the ad, used to calculate your gross spend. Buyer margin is defined in the Buyer Margin field in the Billing Section of the Ad General Tab.


C

CDN Fees

The CDN fees incurred based off the number of ad impressions.

Clearinghouse Fee (buy side)

% * media spend in PMPs owned by the buyer only from those transactions cleared by Video SSP.

Clearinghouse Fee (sell side)

% * ad revenue from PMPs (marketplace clearinghouse = Yes) only from those transactions cleared by Video SSP.

Clicks

The number of times an ad was clicked. Video SSP counts the number of times a viewer clicks an ad.If a user clicks multiple times during a single ad view, multiple clicks for the single impression are counted.

Click Conversions

The total number of conversions by end users who have clicked on an ad.

Clickthrough Rate (CTR)

The ratio of ad clicks to ad impressions (clicks / ad impressions), expressed as a percentage.

Companion Ad Clicks

The number of times a companion ad was clicked on.

Companion Ad CTR

Companion ad clicks, as a fraction of companion ad impressions (companion ad clicks / companion ad impressions). This is generally the percentage of companion ads clicked on, unless a single companion ad is clicked on multiple times.

Companion Ad Impressions

The number of times a companion ad was displayed.

25% Completed Views

The number of times a user has watched at least 25% of a video ad.

Note: Some ad network ads do not notify the Video SSP platform of the user's progression for the ad, so this metric may not be available for some ads.

25% Completed View Rate

The 25% Ad Completions metric divided by the total number of ad impressions.

50% Completed Views

The number of times a user has watched at least 50% of a video ad. Note: Some ad network ads do not notify the Video SSP platform of the user's progression for the ad, so this metric may not be available for some ads.

50% Completed View Rate

The 50% Ad Completions metric divided by the total number of ad impressions.

75% Completed Views

The number of times a user has watched at least 75% of a video ad. Note: Some ad network ads do not notify the Video SSP platform of the user's progression for the ad, so this metric may not be available for some ads.

75% Completed View Rate

The 75% Ad Completions metric divided by the total number of ad impressions.

100% Completed Views

The number of times a user has completed a video ad. Note: Some ad network ads do not notify the Video SSP platform of the user's progression for the ad, so this metric may not be available for some ads.

100% Completed View Rate

The 100% Ad Completions metric divided by the total number of ad impressions.

Conversion Rate

Conversions / ad impressions.

Conversions

The number of conversions by users who were served the ad.

Cost Per Completed View (CPCV)

Total ad spend divided by 100% completed views = cost per completed view.

Cost Per Conversion

Total ad spend divided by the number of conversions.


D

Data Cost

The fees associated with audience targeting buys using 3rd party data providers such as BlueKai and Lotame.


E

eCPM (Ad Margin/Ad

The effective CPM of ad margin / ad impressions. Ad margin is the difference between ad revenue and total spend.

eCPM (Ad Revenue/Ad)

The effective CPM of ad revenue divided by ad impressions. Ad revenue is calculated based on the Price field in the Billing section of the Ad General Tab.

eCPM (Ad revenue/View)

The effective CPM of ad revenue / total views.

Ad revenue is calculated based on the Price field in the Billing section of the Ad General tab.

eCPM (CDN fees/Ad)

The effective CPM of CDN fees divided by ad impressions.

eCPM (Gross Spend/Impression)

The effective CPM of gross spend / impressions. Gross spend is calculated as follows:

Gross Spend = (1 + Buyer Margin) x Total Spend + Pass Through Cost x Ad Impressions/1000

eCPM (Media spend for Inventory Sources/Ad).

The effective CPM of media spend for inventory sources divided by ad impressions. Media spend does not include CDN fees or vendor fees.

eCPM (Media Spend/Ad)

The effective CPM of media spend divided by ad impressions. Media spend does not include CDN fees or vendor fees.

eCPM (Platform Fee/Ad Impressions)

The effective CPM of organization platform fee divided by ad impressions.

eCPM (Total Spend)

The effective CPM of total spend divided by ad impressions. Total spend includes media fees + CDN fees + vendor fees. This metric reflects the effective CPM a buyer pays Video SSP, excluding platform fees.

Error Rate

The error rate is a calculated by dividing the number of errors by the display attempts. (errors/attempts).

Expansion State Change

The number of times the expandedChange event is fired by the ad player. This event is fired when the user expands the player playing the ad. When we load a third party VPAID unit, we fire the expandedChange event (if VAST Response contains the event) when the 3rd party VPAID unit dispatches AdExpandedChange to us. (The 3rd party VPAID unit should only dispatch that event when a user expands the ad.)

Note:This metric is available to organizations having "Ad Player User" organization attribute and to Super Orgs only.


F

Fill Rate

The percentage of views covered with at least one ad (matched views/total views).


G

Gross Spend

Gross spend is calculated as follows:

Gross spend =(1 + buyer margin) x total spend + pass through cost x ad impressions/1000.


H


I

IAB Measurable Ad Impressions

IAB viewable ad impressions + IAB non-viewable ad impressions

IAB Measured Rate

IAB viewable ad impressions / ad impressions

IAB Undetermined Ad Impressions

IAB failed-to-detect ad impressions + IAB unknown ad impressions

IAB Viewable Rate

IAB viewable ad impressions / IAB viewability measurable ad impressions

IAB Non-Viewable Ad Impressions

IAB non-viewable ad impressions

IAB Viewable Ad Impressions

Viewable ad impressions based on the IAB standard is at least 50 percent of the ad's pixels on an active browser tab in the viewable space of the browser for a minimum of two consecutive seconds.

3rd Party Service Impression

Reports the actual impression numbers delivered against 3rd party audience data segments targeted on buying tactics. Use this metric instead of the Ad Impressions metric when using the reporting keys Targeted Audience Provider and Targeted Audience Segment.

Inventory Fill Rate

The sell-through rate of ads; the percentage of ad opportunities that are filled with ads (ad impressions/ad opportunities). An inventory fill rate of substantially less than 100% indicates that inventory is going unfilled and that a significant number of ad opportunities are not filled with ads.

Invitations Accepted

The number of times the user "accepts" the invitation of an expanding ad to allow the ad to expand to fill the video content area.


J


K


L


M

Market Buy Opportunities

Metric that is calculated as ad successes (ad impressions) + ad errors.

Market Opportunities

A market opportunity is an opportunity for a marketplace to show an ad, in response to an ad request. Market opportunities are counted regardless of whether a corresponding buyer ad is shown. Please click here for more information on how Market Opportunities are counted.

Market Utilization

The number of preroll ad opportunities divided by the number of market opportunities.

Marketplace Connection Fill Rate

Ad impressions / market opportunities

Matched Views

The number of views where at least one ad was displayed.

Matching Ad Requests

The number of opportunities that match the ad parameters.

Measurement Cost

The fees associated with 3rd party measurement solutions. For example, costs associated with 3rd party measurement solutions like ComScore Nielsen and Vizu.

Media Spend

The cost for impressions delivered on media purchased in marketplaces. Media spend does not include CDN fees, vendor fees, or other fees.

Media Spend for Inventory Sources

The cost for impressions delivered on your private partner sites (excluding fees).

Moat Impressions Analyzed

Impressions where Moat viewability pixel was loaded. Requires the use of the Moat Viewability app. Moat Viewability is currently in Beta. Reach out to your AOL client services contact for more information about Moat Viewability

Moat In-view Measurable Impressions

Impressions where Moat was able to measure viewability. Requires the use of the Moat Viewability app. Moat Viewability is currently in Beta. Reach out to your AOL client services contact for more information about Moat Viewability.

Moat In-view Measurable Rate

Moat In-View Measurable Impressions / Moat Impressions Analyzed. Requires the use of the Moat Viewability app. Moat Viewability is currently in Beta. Reach out to your AOL client services contact for more information about Moat Viewability.

Moat 2 Sec In-View Impressions

Impressions that - according to Moat - were viewable for a minimum of 2 consecutive seconds (impressions where ad was >50% in-view for at least 2 sec). Requires the use of the Moat Viewability App.Moat Viewability is currently in Beta. Reach out to your AOL client services contact for more information about Moat Viewability.

Moat 2 Sec In-View Rate

Moat 2 Sec In-View Impressions / Moat In-View Measurable Impressions. Requires the use of the Moat Viewability app. Moat Viewability is currently in Beta. Reach out to your AOL client services contact for more information about Moat Viewability.

Moat Overall Viewable Rate

Moat 2 Sec In-View Impressions / Ad Impressions. Requires the use of the Moat Viewability App.Moat Viewability is currently in Beta. Reach out to your AOL client services contact for more information about Moat Viewability.


N

Nielsen DAR GRP

The in target gross rating points based on the demo target set on the campaign / ad level

Note: Only available in the Nielsen DAR Insights dashboard.

Nielsen DAR In Target Frequency

The aggregate in target frequency based on the demo target set on the campaign / ad level

Note:  Only available in the Nielsen DAR Insights dashboard.

Nielsen DAR In Target Impressions (Campaign)

The in target impressions based on the demo target set on the campaign level.

Nielsen DAR In Target Impressions (Ad)

The in target impressions based on the demo target set on the ad level.

Nielsen DAR In Target Rate (%) (Campaign)

The in target impressions % based on the demo target set on the campaign level.

Nielsen DAR In Target Rate (%) (Ad)

The in target impressions % based on the demo target set on the ad level.

Nielsen DAR In Target Reach (%)

The aggregate in target uniques % based on the demo target set on the campaign / ad level.

Note:Only available in the Nielsen DAR Insights dashboard.

Nielsen DAR In Target Uniques

The aggregate in target uniques% based on the demo target set on the campaign / ad level.

Note: Only available in the Nielsen DAR Insights dashboard.

No Ad Plan Views

The number of views with no matching ad policy.

No Ad Source Views

The number of views with no matching ads.


O

Overall Non-Viewable Rate

Non-viewable ad impressions / ad impressions.

Overall Undetermined Rate

Undetermined ad impressions / ad impressions.

Overall Viewable Rate

Viewable ad impressions / ad impressions.


P

Pass-through Cost

Additional cost for vendor services outside the Video SSP platform. The pass-through cost is informational and does not affect ad spend.

Platform Fee

Programmatic buying fee + programmatic selling fee + ad serving fee, for the selected reporting key (campaign, etc.).

  • Programmatic buying fee is a percentage (%) of spend per your AOL platform contract.
  • Programmatic selling fee is a percentage (%)of ad revenue per your AOL platform contract.

Depending on your AOL platform contract, you may have a programmatic buying fee, a programmatic selling fee, or both. Your contract also determines whether or not you are responsible for any ad serving fees.

Progress Views

When configuring VAST 3.0 ads (either first or third party), users can define progress view events(based on either a specified number of seconds or percent viewed). For more information see VAST 3.0 Configurable Progress Views.


Q


R


S

Success Rate

The percentage of ad attempts that succeed (ad impressions / ad attempts).


T

Total Spend

Total spend = media spend + vendor fee + CDN fee. This metric reflects the amount a buyer pays Video SSP,excluding platform fees.

Total Clicks

The sum of companion ad clicks and ad clicks.

Total Views

The number of video views sent to the Video SSP ad player.


U

Uniques (unique users)

The unique user metric represents an unduplicated count of all the users who have seen an ad over the course of the campaign, ad, creative, and advertiser.

Unused Inventory Source Ad Requests

Calculated as unused opportunities = ad opportunities - ad successes.


V

vCPM

Viewable CPM: (gross spend / IAB viewable ad impressions) * 1000

Vendor Fees

The sum of data, measurement, and verification fees.

Verification Fees

The fees associated with brand safety verification.

Videos Completed

The number of video views where the user has completed watching the video. The difference between videos started and videos completed represents the number of users that left the video while it was playing.

Videos Started

The number of video views where a user has started watching the video (i.e., has watched at least 1 second of the video view). This can be substantially less than total views due to pre-rolls being shown and/or users leaving the video while it is buffering.

View Conversions

Total number of conversions by end users who have viewed an ad.

Views where user leaves

The number of views where the user leaves the video before the Video SSP platform has the opportunity to display an ad.


W


X


Y


Z


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