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Reporting

All metrics are shown in downloaded reports. In the results area, toggle form Lite to Full to see the full report.

Dimension: Supply Tag

ColMetricDefinitionCalculationReporting ViewSupply Tag 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) - ImpressionsFull

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

6Blocked (Pre-Bid IVT)Unusable requests blocked because they were deemed to be IVT excluding white ops pre-bid IVT
Full


7Blocked (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

8OpportunitiesNumber of times the supply tag VPAID unit is initialized
LiteLiteLow 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
FullFullIf 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
LiteLite
11IVT ImpsImpressions that were deemed to be IVT
Full

12Non-IVT ImpsImpressions that were not deemed to be IVTImpressions - IVT ImpsFull

13Usable %Percentage of Requests that pass supply tag targeting criteria and are not blocked by Pre-Bid IVT blockingRequests/Total CallsFull

14Blocked % (Total)Percentage of requests blocked by IVT and Supply Tag targetingBlocked (Total) / Total CallsFull
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 %
15Blocked % (Targeting)Percentage of requests blocked by Supply Tag targetingBlocked (Targeting) / Total CallsFull

16Blocked % (Pre-Bid IVT)Percentage of requests blocked by Pre-Bid IVTBlocked (Pre-bid IVT) / Total CallsFull

17Blocked % (WhiteOps)Percentage of requests blocked by WhiteOps pre-bid IVT



18Opp %Percentage of Requests that result in an OpportunityOpportunities/RequestsFullFullIf 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

20Request FillPercentage of Requests that result in an ImpressionImpressions/RequestsLiteLite
21Opp FillPercentage of Opportunities that result in an ImpressionsImpressions/OpportunitiesLiteLiteThis metric is useful to show your supply partners when arguing for a higher spot on the waterfall.
22RevenueRevenue
LiteLite
23Media CostMedia Cost
LiteFull
24Third Party FeesThird Party Fees
Full

25Total CostTotal Cost of media and third party feesMedia Cost + Third Party FeesFull

26Profit (Gross)Gross ProfitRevenue - Media CostFull

27Profit (Net)Net ProfitRevenue - Total CostLiteFull
28Margin (Gross)Gross MarginGross Profit/RevenueFull

29Margin (Net)Net MarginNet Profit/RevenueLitefull
30RPMRevenue per thousand impressionsRevenue/1,000Lite

31CPMCost per thousand impressionsCost/1,000Lite

32PPM (Gross)Gross Profit per thousand impressionsProfit/1,000Full

33PPM (Net)Net Profit per thousand impressionsNet Profit/1,000Lite

34Opt OutsNumber of times that there is no demand tag fill in the waterfall
Lite
If Opt Outs are high, reexamine your demand, because the request is going all the way down the waterfall without being filled.
35Opt Out %Percentage of Requests that result in an Opt OutOpt Outs/RequestsLite

36Player LoadsNumber of times that a Player loads
Full

37Player Fill %Percentage of Requests which result in a Player LoadPlayer Loads/RequestsFull

38TimeoutsNumber 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.
39Timeout %Percentage of usable requests that result in a timeoutTimeouts/RequestsFull

40VPAID WindowAverage number of seconds that the VPAID is open before timing out without monetizing
FullFull
41Response TimeAverage number of seconds before an impression is served
FullFull
42ClicksNumber of times the viewer clicks on the ad
Full

43CTRClick through %Clicks/ImpressionsFull

4450% CompletesNumber of times the ad is viewed to 50%
Full

45100% CompletesNumber of times the ad is viewed to 100%
Full

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

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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.

ColMetricDefinitionCalculationReporting ViewDemand Tag ViewWaterfall Page ViewTroubleshooting Notes
1Ad RequestsNumber of times a Demand Tag receives a request
LiteLiteLite
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
LiteLiteLite
5IVT ImpsImpressions that were deemed to be IVT
Full


6Non-IVT ImpsImpressions that were not deemed to be IVTImpressions - IVT ImpsFull


7Opp %Percentage of Ad Requests that result in an OpportunityOpportunities/Ad RequestsFull
Full
8Ad %Percentage of Ad Requests that result in an AdAds/Ad RequestsFull
FullWhen 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.
9Request FillPercentage of Ad Requests that result in ImpressionsImpressions/Ad RequestsLiteLiteLite
10Opp FillPercentage of Ad requests that result in a demand tag opportunityImpressions/OpportunitiesFull
Full
11IVT Imp %Percentage of impressions deemed to be IVTIVT Imps/ImpressionsFull


12RevenueRevenue
LiteLiteFull
13Media CostMedia Cost
LiteFullFull
14Third Party FeesThird Party Fees
Full


15Total CostTotal Cost of Media and Third Party FeesMedia Cost + Third Party FeesFull


16Profit (Gross)Gross ProfitRevenue - Media CostFull


17Profit (Net)Net ProfitRevenue - Total CostLiteFullFull
18Margin (Gross)Gross MarginGross Profit/RevenueFull


19Margin (Net)Net MarginNet Profit/RevenueLiteFullFull
20RPMRevenue per thousand impressionsRevenue/1,000Lite
Full
21CPMCost per thousand impressionsCost/1,000Lite
Full
22PPM (Gross)Gross Profit per thousand impressionsGross Profit/1,000Full


23PPM (Net)Net Profit per thousand impressionsNet Profit/1,000Lite
Full
24ScoreNet Revenue per 1,000,000 requests.1,000,000*Profit/Ad RequestsLiteLiteLite
25Opt OutsNumber of times the demand tag errors - typically the demand tag does not have demand
Lite

Talk to your demand partners if Opt Outs are high
26Opt Out %Percentage of Ad Requests which resulted in an Opt Out.Opt Outs/Ad RequestsLite


27TimeoutsNumber of times the demand tag is timed out by the VPAID
Full
LiteThe demand tag is taking longer than 20 seconds to respond.
28Timeout %Percentage of Ad Requests that result in a TimeoutTimeouts/Ad RequestsFull


29Response TimeAverage number of seconds that a Demand tag takes to respond with an ad
FullFullLite
30ClicksNumber of times the viewer clicks on the ad
Full


31CTRClick through %Clicks/ImpressionsFull


3250% CompletesNumber of times the ad is viewed to 50%
Full


33100% CompletesNumber of times the ad is viewed to 100%
Full


34Completion %Percentage of Impressions that are viewed to completion100% Completes/ImpressionsFull


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Traffic Quality

colMetricDefinitionReporting View
1Analyzed ImpressionsNumber of impressions filled by both human and bot trafficLite
2Moat Human ImpressionsNumber of impressions filled by human trafficFull
3Bot ImpressionsNumber of impressions filled by bot trafficFull
4

Moat Human %

Percentage of impressions that were filled by a humanLite
5Moat Bot %Percentage of impressions that were filled by a botLite
6Mismatched Domain %percentage of impressions where Declared Domain does not equal MOAT Detected DomainLite
7Viewability %Percentage of impressions that were viewabilty-related metrics were measuredLite
8Visible on Complete %percentage of measurable impressions where the ad played to completion and was visible on-screenFull
9Audible 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 %)Full
10Group M Viewabilitypercentage of 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 lengthFull

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