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Table of Contents

Reporting

All metrics are shown in downloaded reports. In the results area, toggle form Lite to Full to see the full reportSelect desired metrics for your reports in the Metrics section of the reporting UI.

Dimension: Supply Tag

ColMetricDefinitionCalculation
Reporting View
Supply
Tag
Index ViewTroubleshooting Notes
1Total CallsAll requests to supply tag - every time that SpringServe is pinged
Full



2Billable RequestsUnmonetized requests not blocked by Supply Tag targetingTotal Calls - Blocked (Targeting) - Impressions
Full


3RequestsRequests which pass Supply Tag targeting and were not blocked by Pre-Bid IVTTotal Calls - Blocked (Targeting) - Blocked (Pre-Bid IVT)Lite
Lite

4Blocked (Total)All unusable requests blocked by Supply Tag targeting and Pre-Bid IVT BlockingBlocked (Targeting) + Blocked (Pre-Bid IVT)
Full

Lots of Blocked Requests mean that your supply partner is sending inventory that does not pass supply tag targeting. Confirm that they have targeting applied on their side.
5Blocked (Targeting)Unusable requests blocked by Supply Tag, Partner, and Account level targeting
Full



6
Blocked
Blocked (Pre-Bid
IVT)Unusable requests blocked because they were deemed to be IVT excluding white ops pre-bid IVTFull7Blocked (
WhiteOps)Unusable requests blocked by WhiteOps. This data is delayed by 72 hours and this can lead to initial zeros in this column. Total calls, Billable requests, and Blocked (Total) will be updated as the WhiteOps data becomes available.
Full



7Blocked (Pre-Bid SpringServe)Unusable requests blocked because they were deemed to be IVT using SpringServe's proprietary algorithm


8OpportunitiesNumber of times the supply tag VPAID unit is initialized
Lite
Lite
Low Opportunity numbers are indicative of being low on the waterfall of your Supply Partner.
9Missed OpportunitiesNumber of times the request passes supply tag targeting but does not pass targeting on any of demand tags on the waterfall
Full

FullIf a tag has a lot of Missed Opportuntities, align more demand that meets supply tag targeting or add supply tag targeting to align better with existing demand. In the second case, make sure to share your targeting with your supply partner
10ImpressionsNumber of times an ad is served
Lite
Lite

11
IVT ImpsImpressions that were deemed to be IVTFull12Non-IVT ImpsImpressions that were not deemed to be IVT
Impressions - IVT ImpsFull1314
Usable %Percentage of Requests that pass supply tag targeting criteria and are not blocked by Pre-Bid IVT blockingRequests/Total Calls
Full


12Blocked % (Total)Percentage of requests blocked by IVT and Supply Tag targetingBlocked (Total) / Total Calls
Full

If a tag has a high blocked %, it is returning an empty VAST response to your Supply Partner and they may view your tag as a poor performer. Share your supply tag targeting with your supply partners to reduce this %
15
13Blocked % (Targeting)Percentage of requests blocked by Supply Tag targetingBlocked (Targeting) / Total Calls
Full


14
16
Blocked % (Pre-Bid
IVT
WhiteOps)Percentage of requests blocked by
Pre
WhiteOps pre-
Bid
bid IVTBlocked (Pre-bid
IVT17
WhiteOps) / Total Calls
Full


15Blocked % (
WhiteOps
Pre-Bid SpringServe)Percentage of requests blocked by
WhiteOps pre-bid IVT18
Pre-Bid IVTBlocked (Pre-bid SpringServe) / Total Calls

16Opp %Percentage of Requests that result in an OpportunityOpportunities/RequestsFull
Full20Request Fill
If a tag has a low opportunity %, it is likely low on the waterfall of your supply partner. Ask what you can do to get higher on the waterfall; this may entail going on a white list or having request caps implemented on your tag to prove that your tag can fill if given more opportunities.
19IVT Imps %Percentage of impressions deemed to be IVTIVT Imps/ImpressionsFull
17Request Fill %Percentage of Requests that result in an ImpressionImpressions/RequestsLite
Lite

18
21
Opp Fill %Percentage of Opportunities that result in an ImpressionsImpressions/OpportunitiesLite
Lite
This metric is useful to show your supply partners when arguing for a higher spot on the waterfall.
22
19RevenueRevenue
Lite
Lite

20
23
Media CostMedia Cost
Lite

Full
24

21Third Party FeesThird Party Fees
Full



22
2526
Total CostTotal Cost of media and third party feesMedia Cost + Third Party Fees
Full


23Profit (Gross)Gross ProfitRevenue - Media Cost
Full


24
27
Profit (Net)Net ProfitRevenue - Total Cost
Lite
Full
28

25Margin (Gross)Gross MarginGross Profit/Revenue
Full


26
29
Margin (Net)Net MarginNet Profit/Revenue
Lite
full
30

27RPMRevenue per thousand impressionsRevenue/1,000
Lite


28
31
CPMCost per thousand impressionsCost/1,000
Lite


29
3233
PPM (Gross)Gross Profit per thousand impressionsProfit/1,000
Full


Opt Outs
30PPM (Net)Net Profit per thousand impressionsNet Profit/1,000
Lite34


31ErrorsNumber of times that there is no demand tag fill in the waterfall
Lite


If
Opt Outs
Errors are high, reexamine your demand, because the request is going all the way down the waterfall without being filled.
35
32
Opt Out
Error %Percentage of Requests that result in an
Opt Out
Error
Opt Outs
Errors/Requests
Lite


33
36
Player LoadsNumber of times that a Player loads
Full



34
3738
Player Fill %Percentage of Requests which result in a Player LoadPlayer Loads/Requests
Full


35TimeoutsNumber of times the player closes after VPAID has initialized and no ad is returned
Full


If this number is high and the VPAID Window is high, your tag is given a long time to fill but never does; reexamine your demand. If this number is high and the VPAID Window is low, talk to your Supply Partner about why you are being timed out so quickly.
3940
36Timeout %Percentage of usable requests that result in a timeoutTimeouts/Requests
Full


37VPAID WindowAverage number of seconds that the VPAID is open before timing out without monetizing
Full
Full

38
4142
Supply Response TimeAverage number of seconds before an impression is served
Full
Full

39ClicksNumber of times the viewer clicks on the ad
Full



40
43
CTRClick through %Clicks/Impressions
Full


41
4445
50% CompletesNumber of times the ad is viewed to 50%
Full



42100% CompletesNumber of times the ad is viewed to 100%
Full



43
46
Completion %Percentage of Impressions that are viewed to 100%100% Completes/Impressions

44Moat ImpsNumber of Impressions analyzed by Moat


45Moat Human ImpsNumber of Moat Impressions
Full
filled by Humans


46Moat Bot ImpsNumber of Moat Impressions filled by Bots


47Moat Human %Percentage of Moat Impressions filled by Humans


48Moat Bot %Percentage of Moat Impressions filled by Bots


49Moat Viewability %Percentage of Moat impressions that were viewable for any amount of time


50Moat AVoC %Percentage of Moat impressions where the ad played to completion and was both visible on-screen and audible on complete (AVOC %)


51Moat GroupM Viewability %Percentage of Moat measurable impressions where the video player is 100% in view, with the sound on, and the for the video to run for at least half of the duration (cumulative) of the video length


52IAS ImpsNumber of impressions that were analyzed by IAS


53IAS IVT ImpsNumber of IAS impressions that were deemed to be IVT


54IAS IVT %Percentage of IAS impressions that were deemed to be IVT


55IAS MRC Viewability %Percentage of IAS impressions that were viewable for any amount of time


56IAS GroupM Viewability %Percentage of IAS impressions where the video player is 100% in view, with the sound on, and the for the video to run for at least half of the duration (cumulative) of the video length


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Dimension: Demand Tag

These metrics are shown when including Demand Tag in the dimension field of a report, on the Demand Tag page, and the Waterfall tab of a Supply Tag.

ColMetricDefinitionCalculation
Reporting View
Demand Tag ViewWaterfall Page ViewTroubleshooting Notes
1Ad RequestsNumber of times a Demand Tag receives a request
Lite

LiteLite
2AdsNumber of times a Demand Tag returns a non-empty Vast response
Full



An impression cannot be served when there is no Ad returned. When the number of Ads is low, your demand partner is returning empty VAST responses. This usually happens when there is a misalignment in targeting or required macros are not being passed. Any demand tag macros must be implemented on the Supply Tag in order to be passed.
3OpportunitiesNumber of times the Demand Tag VPAID is initialized

Lite
Lite

4ImpressionsNumber of times the Ad Request results in an Impression
LiteLite
Lite7Opp %Percentage of

5
IVT ImpsImpressions that were deemed to be IVTFull6Non-IVT ImpsImpressions that were not deemed to be IVTImpressions - IVT ImpsFull
Ad
Requests that result in an OpportunityOpportunities/Ad RequestsFullFull8Ad
%Percentage of Ad Requests that result in an AdAds/Ad Requests
Full
Full
When the Ad % is low, check with your demand partner to find out what is required to get a non-empty VAST response from their tag. This could be due to targeting misalignment or missing macros.
9
6Opp %Percentage of Ad Requests that result in an OpportunityOpportunities/Ad Requests
Full
7Request Fill %Percentage of Ad Requests that result in ImpressionsImpressions/Ad RequestsLiteLite
Lite

8
1011IVT Imp %Percentage of impressions deemed to be IVTIVT Imps/ImpressionsFull12
Opp Fill %Percentage of Ad requests that result in a demand tag opportunityImpressions/Opportunities
Full
Full

9RevenueRevenue
Lite
Lite
Full
13

10Media CostMedia Cost
Lite

FullFull
14

11Third Party FeesThird Party Fees
Full




12
15
Total CostTotal Cost of Media and Third Party FeesMedia Cost + Third Party Fees
Full



13
16
Profit (Gross)Gross ProfitRevenue - Media Cost
Full



14
17
Profit (Net)Net ProfitRevenue - Total Cost
Lite
FullFull
18

15Margin (Gross)Gross MarginGross Profit/Revenue
Full



16
19
Margin (Net)Net MarginNet Profit/Revenue
Lite
FullFull
20

17RPMRevenue per thousand impressionsRevenue/1,000
Lite

Full
21

18CPMCost per thousand impressionsCost/1,000
Lite

Full
2223

19PPM (Gross)Gross Profit per thousand impressionsGross Profit/1,000
Full



20PPM (Net)Net Profit per thousand impressionsNet Profit/1,000
Lite

Full
24

21ScoreNet Revenue per 1,000,000 requests.1,000,000*Profit/Ad RequestsLiteLite
Lite

22
25
Errors
Opt Outs
Number of times the demand tag errors - typically the demand tag does not have demand
Lite



Run a VAST Error Code report to see what kinds of Errors are occurring. Talk to your demand partners if
Opt Outs
Errors are high.
26
23
Opt Out
Errors %Percentage of
Ad Requests which resulted in an Opt Out.Opt Outs/
requests that lead to an errorErrors /  Ad Requests
Lite



24
27
TimeoutsNumber of times the demand tag is timed out by the VPAID
Full


LiteThe demand tag is taking longer than 20 seconds to respond.
28
25Timeout %Percentage of Ad Requests that result in a TimeoutTimeouts/Ad Requests
Full



26
29
Demand Response TimeAverage number of seconds that a Demand tag takes to respond with an ad
Full
Full
Lite
30

27ClicksNumber of times the viewer clicks on the ad
Full




28
3132
CTRClick through %Clicks/Impressions
Full



2950% CompletesNumber of times the ad is viewed to 50%
Full




30
3334
100% CompletesNumber of times the ad is viewed to 100%
Full




31Completion %Percentage of Impressions that are viewed to completion
100% colMetricDefinitionReporting View1Analyzed ImpressionsNumber of impressions filled by both human and bot trafficLite2Moat Human ImpressionsNumber of impressions filled by human trafficFull3Bot ImpressionsNumber of impressions filled by bot trafficFull4
Completes/Impressions
Full

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Traffic Quality




32Moat ImpsNumber of Impressions analyzed by Moat



33Moat Human ImpsNumber of Moat Impressions filled by Humans



34Moat Bot ImpsNumber of Moat Impressions filled by Bots



35Moat Human %Percentage of
impressions that were
Moat Impressions filled by
a human
Humans
Lite




36
5
Moat Bot %Percentage of
impressions that were
Moat Impressions filled by
a bot
Bots
Lite6Mismatched Domain %percentage of impressions where Declared Domain does not equal MOAT Detected DomainLite7




37Moat Viewability %Percentage of Moat impressions that were
viewabilty-related metrics were measuredLite8Visible on Complete %percentage of measurable
viewable for any amount of time



38Moat AVoC %Percentage of Moat impressions where the ad played to completion and was both visible on-screen
Full9Audible and Visible on Complete %percentage of measurable impressions where the ad played to completion and was both visible on-screen and audible on complete (AVOC %)Full10Group M Viewabilitypercentage of measurable impressions where
and audible on complete (AVOC %)



39Moat GroupM Viewability %Percentage of Moat measurable impressions where the video player is 100% in view, with the sound on, and the for the video to run for at least half of the duration (cumulative) of the video length



40IAS ImpsNumber of impressions that were analyzed by IAS



41IAS IVT ImpsNumber of IAS impressions that were deemed to be IVT



42IAS IVT %Percentage of IAS impressions that were deemed to be IVT



43IAS MRC Viewability %Percentage of IAS impressions that were viewable for any amount of time



44IAS GroupM Viewability %Percentage of IAS impressions where the video player is 100% in view, with the sound on, and the for the video to run for at least half of the duration (cumulative) of the video length
Full




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