Metrics & Definitions

Owned by JB Martinez
Feb 11, 2022
3 min read

Bids: The number of bids from a specific DSP over a designated period of time


Clicks: The number of times an ad unit is clicked. A "click" will trigger an action that corresponds to the creative type:

  • Clickout: outbound navigation to clickout URL

    Video: expansion of video card

    Content Card: expansion of content card

    "Learn More": any clicks on the optional footer button within a Video & Content Card experience


CPC: Cost-per-click; the amount earned by the publisher per user click


CTR: Click-through rate; = (clicks/impressions)


Custom Shares: Number of times a user clicked on the custom CTA button in the lower right hand corner of a content card


Earnings: The overall amount of money earned by the publisher; this is estimated and finalized by our finance team at the end of each month


eCPM: Effective CPM; = (earnings * 1000)/impression requests


Email Shares: Number of times a user shared the content url by email by clicking on the email button in the lower left hand corner of a content card


Engagements: Synonymous with "Clicks" (see above)


Earnings: Estimated earnings generated by the campaign, which is calculated based on the CPM or vCPM rate entered during the time of campaign set up and the number of impressions or viewable impressions delivered

 
Facebook Shares: Number of times a user shared the content url on Facebook by clicking on the Facebook button in the lower left hand corner of a content card


Fill Rate: = (impressions/impression requests*100)

 

Floor Price: The lowest bid a publisher is willing to accept for a certain placement

 

HB Bidders: Header bidders within a publisher's unified auction set-up

 

Impression Requests: The number of times a publisher requests an ad impression

 

Median Time in View: Number of seconds that a content card was open and in view


Plays: Number of times a user clicked play on a video (silent instant play or click to play)


Rendered Impressions: The number of impressions where a creative was rendered; this is the IAB's new methodology for counting filled impressions

 

Served Impressions: The number of times an impression was sent to the publisher ad server following an impression request


Spend: Amount spent for a specific campaign over a certain period of time

 

vCTR: Viewable click through rate (clicks/viewable impressions)

 

vEngagement Rate: Viewable engagement rate; = (engagements/viewable impressions)

 

Video Views (3+ secs): Number of times a silent instant play video ad  or the video in a video card was in-view and playing for 3 continuous seconds or longer


Video Views (10+ secs): Number of times a silent instant play video ad or the video in a video card was in-view and playing for 10 continuous seconds or longer


Viewability Rate: = (viewable impressions/impressions)

 

Viewable Impressions: A downloaded impression that is at least 50% in-view for 2 consecutive seconds

 

Win Rate: The percentage of times in which a bidder won an auction; = (winning bids/total bids)

 

Wins: The number of times a bidder won an auction

 

25% Content Completion: Number of times a silent instant play video ad or the video in a video card was in-view and playing for 25% of the video’s duration


50% Content Completion: Number of times a silent instant play video ad or the video in a video card was in-view and playing for 50% of the video’s duration


75% Content Completion: Number of times a silent instant play video ad or the video in a video card was in-view and playing for 75% of the video’s duration


95% Content Completion: Number of times a silent instant play video ad or the video in a video card was in-view and playing for 95% of the video’s duration