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Oath Inc.

Data Dictionary for Ad Server

Data Dictionary for Ad Server

The report designer provides a number of dimension and metric options in order to create custom reports. Dimensions are aspects used to slice your metric data. These are your "pivots".  It is how you choose to breakdown the data.  While Metrics are numerical data that is accumulated and stored in our system. These are your real statistics, like total ad impressions, which will be broken out by your dimensions.

Dimensions

Notes to the Media Plan Line.

Dimension Name Dimension Type Description
Advertiser name AD An advertiser is one way a campaign is organized in Ad Server. Advertisers also match up with specific customers in Ad Server. If the matching customer is a direct customer the advertiser will have the same name. If the customer is an agency customer the advertiser will be different. Multiple advertisers can be assigned to a single agency customer.
Asset Type AD It indicates the type of an asset. There are three different types of assets: Linear ad, Non-linear ad, Companion ad.
Banner ID AD An unique id of a banner.
Banner Name AD Internet advertisement constructed from an image (e.g. .gif or .swf) and a click-through URL.
Banner Size AD The banner size defines the dimensions of an ad in pixels (e.g. a banner with the dimensions 728x90 has a width of 728 pixels and a height of 90 pixels). This size will be automatically detected within the banner Size field of the Edit Banner window when a banner file (e.g. .gif .swf etc.) is uploaded.
Campaign CPM AD Cost per mille. Cost of advertising based on 1000 impressions.
Campaign End Date AD A campaign start date when banner delivery on placements ends.
Campaign ID AD  
Campaign Name AD A campaign controls banner delivery on specific placements for a specific period of time often until a specific number of impressions is reached. There are different campaign types (e.g. Open Guaranteed) with different delivery behaviors and priorities.
Campaign Start Date AD A campaign start date when banner delivery on placements starts.
Carrier AD A cellular carrier. e.g. VODAFONE UK
Clicks Booked AD Defines the amount of total desired clicks.
CPC AD Cost per click. Cost of advertising based on the number of clicks received.
Creative AD Container to hold video assets and companions.
Customer Name AD A customer is one way a campaign is categorized in Ad Server. Customers also match up with specific advertisers in Ad Server. If the customer is a direct customer the system will create an advertiser with the same name.
Daily Display Campaign Unique User AD In the daily unique user analysis each user is counted once per day no matter how often the user saw the same campaign. If the user sees the same campaign next day he counts as a new unique user in the daily statistics for that day.
Daily Display Website Unique User AD In the daily unique user analysis each user is counted once per day no matter how often he returned to the site. A user who comes to the site once during the day is only counted once just as well as the user who visits the site 25 times during the day. If the user returns the next day he counts as a new unique user in the daily statistics.
Daily Video Campaign Unique User AD In the daily unique user analysis each user is counted once per day no matter how often the user saw the same campaign. If the user sees the same campaign next day he counts as a new unique user in the daily statistics for that day.
Daily Video Website Unique User AD In the daily unique user analysis each user is counted once per day no matter how often he returned to the site. A user who comes to the site once during the day is only counted once just as well as the user who visits the site 25 times during the day. If the user returns the next day he counts as a new unique user in the daily statistics.
Display Region AD Display regions are predefined regions used to position the assets of a creative. Some predefined display regions are: Video Main Lower Third etc.
Guaranteed Impressions AD Defines the amount of guaranteed impressions.
Master Campaign AD It is a collection of flights.
Page AD A document with a specific URL that may contain text images etc. It is the sub entity (e.g. Home News Fashion) of a website. A website consists of various pages which can be reached by clicking a tab or link on the homepage. On a page you can have several placements.
Page ID AD  
Payment Type AD Via the Payment Type campaign is categorized as:
Placement Class AD  
Placement ID AD  
Placement Name AD A placement is a sub-entity of a page and serves as a placeholder for a banner. Each placement has a unique ID (IAB: slot space ad network position).
Placement Position AD Defines the name of the placement position(e.g. top bottom left) for video and Display.
Placement Size AD Size of a placement. e.g 120 X 120
Spot Type AD Advertising shows either while content pauses (linear ads) or in parallel to the content (non-linear ads). Spot types identify more specifically when video ads are shown. They are a category which is given to a creative to indicate which schedule position the creative should play. e.g. Pre-roll Mid-roll Post-roll.
Total Impressions Booked AD Defines the amount of total or desired impressions.
Website AD A website name.
Website Id AD An unique id of a website.
Date DATE_TIME  
Hour DATE_TIME  
scaledDateAdt DATE_TIME  
scaledMonthAdt DATE_TIME  
Browser Type DEVICE_OS_BROWSER A browser type e.g. Google Chrome (all) Apple Safari (all).
Device Model DEVICE_OS_BROWSER A model the campaign will deliver to (e.g. iPhone).
Device Type DEVICE_OS_BROWSER  
Manufacturer DEVICE_OS_BROWSER A manufacturer the campaign will deliver to (e.g. Apple).
Operating System DEVICE_OS_BROWSER The users operating system (e.g. Windows 10 Mac OS Linux).
Operating System Version DEVICE_OS_BROWSER  
Country GEO A country name.
Country Code GEO 3 Character Country Code (ISO 3166-1 alpha-3).
Advertiser URL MARKETPLACE An advertiser URL.
Buyer MARKETPLACE Buyers also called media buyers purchase advertising space mostly on behalf of other parties e.g. advertisers. Buyers could be e.g. agency trading desks who buy ad impressions via a DSP.
Dealer MARKETPLACE A deal is an agreement between specified buyers and suppliers (publishers) about the terms for specified inventory.
Demand Partner MARKETPLACE Rate Card pricing for the inventory at this Media Plan Line.
Store Base Rate THE_STORE Rate Card pricing for the inventory at this Media Plan Line.
Store Budget Booked THE_STORE Gross value or revenue at a Media Plan Line at most granular level.
Store Country Name THE_STORE Country designation for the Advertiser.
Store Currency Name THE_STORE Currency designation for the Advertiser.
Store Line End Date THE_STORE End Date for a Media Plan Line.
Store Line Item Name THE_STORE Name for the Media Plan Line.
Store Line Note THE_STORE  
Store Line Start Date THE_STORE Start Date for a Media Plan Line.
Store Media Plan Id THE_STORE Media Plan ID in Store.
Store Media Plan Line Id THE_STORE Store Media Plan Line item ID persistent across Plan and Line versions.
Store Media Plan Name THE_STORE Name for the Media Plan.
Store Placement Id THE_STORE ID for the inventory in Store.
Store Placement Type Name THE_STORE Type of Inventory.
Store Rate Type THE_STORE Rate Type such as CPM CPC CPD etc.
Store Sold Rate THE_STORE Actual pricing including discounts at Media Plan Line level.
Store Unit Sold THE_STORE Quantity or units sold per Media Plan Line at most granular level.
Store Universal Advertiser Id THE_STORE Oath ID for the Advertiser.
Store Version THE_STORE Version of a Plan or Line.

Metrics

Store Display Click Through Rate

Metric Name Metric Type DescriptionVersion of a Plan or Line.
Ad Visibility Impressions AD The number of total impressions where visibility measurement Powered by MOAT delivered the Ad Visibility JavaScript code. Note: Reports generated from 5th December 2012 and later are based on a sampling rate of 23% for Ad Visibility measurements and show extrapolated values. Ad Visibility impressions are not measured when:1. Measure Ad Visibility is not activated on the campaign level and the Ad Visibility feature is set to default on the placement level. 2. Measure Ad Visibility is set to never on the placement level.
Average Exposure Time [sec] AD The average amount of time (see visible time) a page was visited. (sum Visible time / sum Measurable impressions).
Default Impressions AD It is a total number of display impressions delivered against a tech default campaign when no matching campaign found.
Display AdCounts AD Alternate counting entity to impressions in Ad Server. In addition to counting the ad request (impression) a AdCount counts at the last possible point in time during an ad's delivery. Depending on e.g. the specific Internet connection or user abandonment (user leaves page before seeing the banners) there may be small discrepancies between impressions and AdCounts.
Display AdCounts Click-Rate [%] AD The ratio between Clicks and Ad Counts for Display inventory
Display Click-Rate [%] AD Click rate is a percentage of number clicks over number of impressions. Click rate = SUM(CLICKS)/SUM(IMPRESSIONS)
Display Clicks AD The action of clicking the mouse button while pointing the mouse to a banner. After clicking a banner a user is often directed to a target page. Clicks are counted in the user interface and in reports.
Display Impressions AD One impression is counted when a placement tag requests a banner. This happens when an Internet user loads a website with a browser and the Ad Request reaches the Ad Server that controls campaign delivery. This column does not include any defaults.
Display Impressions with Default AD One impression is counted when a placement tag requests a banner. This happens when an Internet user loads a website with a browser. This ‚Ad Request is directed to the ad server which controls the campaign delivery. This column also includes default impressions that gets counted when the Ad Server was not able to find the matching campaign for the incoming request.
eCPM AD eCPM is the effective CPM (Cost Per Mille). The eCPM is calculated as the average cost per 1000 ad impressions for a campaign: eCPM = Total Cost / Total impressions x 1000.
In Screen Rate [%] AD It is a ratio of visible impressions by measurable impressions. In screen Rate [%] = ( SUM(visibleImpressions) / SUM(measurableImpressions) ) * 100.
Indeterminable Impressions AD The number of Ad Visibility impressions of placements/banners that were not measurable because they were delivered into an Unfriendly IFRAME with flash components on mobile devices.
Measurable Impressions AD The number of impressions of placements/banners that were actually measurable. Note:This is calculated as number of total delivered Ad Visibility impressions minus indeterminable impressions.
Not Visible AD Number of events when the banner is not visible in the visible area.
Post Click AD Number of ad clicks of the user after post click action.
Post View AD Number of ad impressions of the user after post click action.
Revenue AD It is a total revenue generated on clicks and impressions. Revenue = Revenue impressions + Revenue clicks
Revenue Clicks AD It is a revenue generated on clicks. Revenue clicks = cpc*sum(clicks). Where cpc is Cost per click. Cost of advertising based on the number of clicks received.
Revenue Impressions AD It is a revenue generated on impressions. Revenue Impressions = cpm* Sum(impressions)/1000 where cpm is Cost per mille. Cost of advertising based on 1000 impressions.
Total Post AD It is a sum of all the post clicks and post views.
Visible from 1 to 10% AD Number of events when 1% to 10% of a banner is in the visible area.
Visible from 11 to 20% AD Number of events when 11% to 20% of a banner is in the visible area.
Visible from 21 to 30% AD Number of events when 21% to 30% of a banner is in the visible area.
Visible from 31 to 40% AD Number of events when 31% to 40% of a banner is in the visible area.
Visible from 41 to 50% AD Number of events when 41% to 50% of a banner is in the visible area.
Visible from 51 to 60% AD Number of events when 51% to 60% of a banner is in the visible area.
Visible from 61 to 70% AD Number of events when 61% to 70% of a banner is in the visible area.
Visible from 71 to 80% AD Number of events when 71% to 80% of a banner is in the visible area.
Visible from 81 to 90% AD Number of events when 81% to 90% of a banner is in the visible area.
Visible from 91 to 100% AD Number of events when 91% to 100% of a banner is in the visible area.
Visible Impressions AD The number of impressions where a banner was visible to the user. For details on banner visibility and visible impressions see When is a Banner Visible. Note:Due to sampling it may occur that visible imps are greater than delivered imps. This only occurs when we look at campaigns delivering less than 100/imps a day. .
Marketplace Bid Requests MARKETPLACE The amount of requests sent to the DSPs.
Marketplace Bid Response Rate [%] MARKETPLACE The percentage of bids responses received over the total amount of bid requests. This is calculated as ( Marketplace Bid Responses Received / Marketplace Bid Requests ) * 100.
Marketplace Bid Responses MARKETPLACE The total amount of bids for the sent request.
Marketplace Bid Responses Received MARKETPLACE The amount of responses from the DSPs for the sent request.
Marketplace eCPM MARKETPLACE eCPM is the effective CPM (Cost Per Mille). The eCPM is calculated as the average revenue per 1000 ad impressions. eCPM = Revenue / Total impressions x 1000.
Marketplace Fill Rate [%] MARKETPLACE The percent of impressions being served in the Marketplace layer. This is calculated as (SSP Impressions / SSP Entered) * 100.
Marketplace Mobile Bid Requests MARKETPLACE The amount of requests sent to the DSPs for mobile traffic.
Marketplace Mobile Bid Responses MARKETPLACE The total amount of bids for the sent mobile request.
Marketplace Mobile Bid Responses Received MARKETPLACE The amount of responses from the DSPs for the sent mobile request.
Marketplace Mobile SSP Entered MARKETPLACE Number of mobile requests that entered the Marketplace layer.
Marketplace RTB Impressions MARKETPLACE Amount of Impressions sold in real time bidding (includes Private Marketplace Deals Impressions).
Marketplace RTB Mobile Impressions MARKETPLACE Amount of mobile Impressions sold in real time bidding (includes Private Marketplace Deals Impressions).
Marketplace RTB Mobile Revenue MARKETPLACE Revenue made in real time bidding for mobile requests (includes Private Marketplace Deals Revenue).
Marketplace RTB Non PMP Impressions MARKETPLACE Amount of Impressions sold in real time bidding that were no Private Deals.
Marketplace RTB Non PMP Mobile Impressions MARKETPLACE Amount of mobile Impressions sold in real time bidding that were no Private Deals.
Marketplace RTB Non PMP Mobile Revenue MARKETPLACE Revenue made with mobile traffic in real time bidding withouth Private Deals.
Marketplace RTB Non PMP Revenue MARKETPLACE Revenue made real time bidding withouth Private Deals.
Marketplace RTB PMP Impressions MARKETPLACE Amount of Impressions sold on Private Marketplace Deals.
Marketplace RTB PMP Mobile Impressions MARKETPLACE Amount of mobile Impressions sold on Private Marketplace Deals.
Marketplace RTB PMP Mobile Revenue MARKETPLACE Mobile revenue made on Private Marketplace Deals.
Marketplace RTB PMP Revenue MARKETPLACE Revenue made on Private Marketplace Deals.
Marketplace RTB Revenue MARKETPLACE Revenue made in real time bidding (includes Private Marketplace Deals Revenue).
Marketplace SSP Entered MARKETPLACE Number of requests that entered the Marketplace layer.
Marketplace SSP Impressions MARKETPLACE The sum of RTB and static Impressions.
Marketplace SSP Mobile Impressions MARKETPLACE The sum of RTB and static mobile Impressions.
Marketplace SSP Mobile Revenue MARKETPLACE The sum of RTB and static mobile revenue.
Marketplace SSP Revenue MARKETPLACE The sum of RTB and static revenue.
Marketplace Static Impressions MARKETPLACE The sum of all impressions with campaign type static including revenue types (price models) Standard RevShare and NoFee.
Marketplace Static Mobile Impressions MARKETPLACE Amount of mobile Impressions sold on static bids.
Marketplace Static Mobile Revenue MARKETPLACE Revenue made with static demand partners for mobile requests.
Marketplace Static NoFee Impressions MARKETPLACE The sum of impressions with campaign type static and revenue type (price model) NoFee.
Marketplace Static NoFee Revenue MARKETPLACE The sum of revenue for campaign type static and revenue type (price model) NoFee.
Marketplace Static Revenue MARKETPLACE The sum of revenue for campaign type static including revenue types (price models) Standard RevShare and NoFee.
Marketplace Static RevShare Impressions MARKETPLACE The sum of impressions with campaign type static and revenue type (price model) RevShare.
Marketplace Static RevShare Revenue MARKETPLACE The sum of revenue for campaign type static and revenue type (price model) RevShare.
Marketplace Static Standard Impressions MARKETPLACE The sum of impressions with campaign type static and revenue type (price model) Standard.
Marketplace Static Standard Revenue MARKETPLACE The sum of revenue for campaign type static and revenue type (price model) Standard.
Net Revenue MARKETPLACE_PUBLISHER_API  
Marketplace CPM for Pub API Won Impressions MARKETPLACE_PUBLISHER_API The amount of CPM made on Publisher API calls including RTB and static. This is calculated as (Marketplace PubAPI Won RTB Revenue + Marketplace PubAPI Won Static Revenue / Marketplace PubAPI Won Impressions) * 1000.
Marketplace CPM for PubAPI Opportunities MARKETPLACE_PUBLISHER_API The total amount of RTB and static CPM opportunities using the Publisher API. Calculated as ((Marketplace PubAPI Won Static Revenue + Marketplace PubAPI Won RTB Revenue + Marketplace PubAPI Lost Static Revenue + Marketplace PubAPI Lost RTB Revenue) / (Marketplace PubAPI Won Static Impressions + Marketplace PubAPI Won RTB Impressions + Marketplace PubAPI Lost Static Impressions + Marketplace PubAPI Lost RTB Impressions)) * 1000.
Marketplace PubAPI Lost Bid Requests MARKETPLACE_PUBLISHER_API The amount of lost bid requests made using the Publisher API.
Marketplace PubAPI Lost Bid Responses MARKETPLACE_PUBLISHER_API Amount of Publisher API bid responses that were lost.
Marketplace PubAPI Lost Impressions MARKETPLACE_PUBLISHER_API The total amount of RTB and static impressions from the Publisher API that did not win. This is calculated as Marketplace PubAPI Lost Static Impressions + Marketplace PubAPI Lost RTB Impressions.
Marketplace PubAPI Lost Revenue MARKETPLACE_PUBLISHER_API The total amount of RTB and static revenue from the Publisher API that wasn't won. This is calculated as Marketplace PubAPI Lost RTB Revenue + Marketplace PubAPI Lost Static Revenue.
Marketplace PubAPI Lost RTB Impressions MARKETPLACE_PUBLISHER_API Amount of lost RTB Impressions using the Publisher API.
Marketplace PubAPI Lost RTB Revenue MARKETPLACE_PUBLISHER_API The amount of RTB revenue from the Publisher API that wasn't won.
Marketplace PubAPI Lost Static Impressions MARKETPLACE_PUBLISHER_API Amount of static Impressions lost using the Publisher API.
Marketplace PubAPI Lost Static Revenue MARKETPLACE_PUBLISHER_API The amount of static revenue from the Publisher API that wasn't won.
Marketplace PubAPI Opportunities MARKETPLACE_PUBLISHER_API The total amount of opportunities. This is calculated as Marketplace PubAPI Won Static Impressions + Marketplace PubAPI Won RTB Impressions + Marketplace PubAPI Lost Static Impressions + Marketplace PubAPI Lost RTB Impressions.
Marketplace PubAPI Total Bid Requests MARKETPLACE_PUBLISHER_API The total amount of bid requests made using the Publisher API. This is calculated as Marketplace PubAPI Won Bid Requests + Marketplace PubAPI Lost Bid Requests.
Marketplace PubAPI Total Bid Responses MARKETPLACE_PUBLISHER_API The total sum of all Publisher API bid responses. This is calculated as Marketplace PubAPI Won Bid Responses + Marketplace PubAPI Lost Bid Responses.
Marketplace PubAPI Win Rate [%] MARKETPLACE_PUBLISHER_API The percentage of won impressions over the total amount of opportunities using the Publisher API. This is calculated as ( Marketplace PubAPI Won Impressions / Marketplace PubAPI Opportunities ) * 100.
Marketplace PubAPI Won Bid Requests MARKETPLACE_PUBLISHER_API The amount of won bid requests made using the Publisher API.
Marketplace PubAPI Won Bid Responses MARKETPLACE_PUBLISHER_API Amount of Publisher API bid responses that were won.
Marketplace PubAPI Won Impressions MARKETPLACE_PUBLISHER_API The total amount of won RTB and static impressions from the Publisher API. This is calculated as Marketplace PubAPI Won Static Impressions + Marketplace PubAPI Won RTB Impressions.
Marketplace PubAPI Won Revenue MARKETPLACE_PUBLISHER_API The won RTB and static revenue from the Publisher API. This is calculated as Marketplace PubAPI Won RTB Revenue + Marketplace PubAPI Won Static Revenue.
Marketplace PubAPI Won RTB Impressions MARKETPLACE_PUBLISHER_API Amount of RTB Impressions won using the Publisher API.
Marketplace PubAPI Won RTB Revenue MARKETPLACE_PUBLISHER_API Amount of RTB revenue made using the Publisher API.
Marketplace PubAPI Won Static Impressions MARKETPLACE_PUBLISHER_API Amount of static impressions won using the Publisher API.
Marketplace PubAPI Won Static Revenue MARKETPLACE_PUBLISHER_API Amount of static revenue made using the Publisher API
Store % Budget Delivered THE_STORE  
Store Budget Delivered THE_STORE Straightlined paced delivery in terms of value or revenue.
Store Delivered Value THE_STORE Actual net delivery in terms of value or revenue (net of agency commission).
Store Desktop Impressions THE_STORE Impression delivered via Desktop sites.
Store Display Click Through Rate THE_STORE Ratio between Click count and Impression Count for Display Ad.
Store Display Clicks THE_STORE Click count for Display Ad which is the norm and includes Video Ads in non Oath's Ad Server format.
Store Display Impressions_Views THE_STORE The single delivery metric where impressions are replaced by Views when applicable.
Store Display Impressions THE_STORE Impression count for Display Ad which is the norm and includes Video Ads in non Oath's Ad Server format.
Store Display Views THE_STORE Views reflects Ad Count in Oath's Ad Server. It's also impression equivalent for Banners. When views are reported the corresponding Impression reflects inventory capacity instead of campaign performance.
Store eCPC THE_STORE Effective CPC normalized by averaging the delivered value over delivered clicks over a period.
Store eCPM THE_STORE Effective CPM normalized by averaging the delivered value over delivered impressions over a period.
Store Gross Delivered Value THE_STORE Actual gross delivery in terms of value or revenue including agency commission.
Store Gross Spend Amount THE_STORE Gross value that includes agency commission and other fee.
Store Mobile App Impressions THE_STORE Impression delivered via Mobile App.
Store Mobile Web Impressions THE_STORE Impression delivered via Mobile Web.
Store Video Click Through Rate THE_STORE Ratio between Click count and Impression Count for Oath's Ad Server Video Ad
Store Video Clicks THE_STORE Video Ad Clicks for Video Ads in Oath's Ad Server format only
Store Video Impresions_Views THE_STORE The single delivery metric for Oath's Ad Server Video Ad where impressions are replaced by Views when applicable.
Store Video Impressions THE_STORE Video play for Video Ad in Oath's Ad Server format only.
50% VIDEO Total number of video impressions when 50% of the video ad is played.
75% VIDEO Total number of video impressions when 75% of the video ad is played.
100% VIDEO Total number of video impressions when full video ad is played.
100% [%] VIDEO It is a ratio which determines how much percentage of total video impressions is full played video impressions.
25% [%] VIDEO It is a ratio which determines how much percentage of total video impressions is 25% played video impressions.
25% played VIDEO Total number of video impressions when 25% of the video ad is played.
50% [%] VIDEO It is a ratio which determines how much percentage of total video impressions is 50% played video impressions.
75% [%] VIDEO It is a ratio which determines how much percentage of total video impressions is 75% played video impressions.
Default Video Ad Requests VIDEO It is a total number of video ad request against a tech default campaign when no matching campaign found.
Start VIDEO Total number of video impressions when a video ad starts playing.
Start [%] VIDEO It is a ratio which determines how much percentage of total video impressions is video start impressions.
Video Ad Requests VIDEO Number of video ad request (number of AV2 records).
Video Clicks VIDEO Number of clicks on a video placement.
Video Impressions VIDEO Number of VIDEO_START events for the campaign.
Video Impressions Click-Rate [%] VIDEO Its the percentage of the total number of clicks on video placement out of total video impressions. Video Impression Click-Rate [%] = SUM(videoClicks)/SUM(videoImpressions)*100.
Video Requests Click-Rate [%] VIDEO It is the percentage of the total number of clicks on video placement out of total ad requests. Video Requests click-rate[%] = SUM(videoClicks)/SUM(videoAdRequests)*100.