Data Dictionary for SSP DSPs

The report designer provides many dimension and metric options to use when creating custom reports. Each report is broken out by dimensions and metrics.

  • Dimensions are aspects used to slice metric data. These are your "pivots" or ways  to breakdown the data. Example: Site, Country.
  • Metrics are numerical data accumulated and stored in our system. These are real statistics, such as total ad impressions, which can be broken out by the dimensions selected. Example: Spend, Ad Requests

Reporting Dimensions for Buyers

Ads Dimensions

Dimension

Reporting API field

Description

Metrics Available
App/Site site1M Name of site as configured in the SSP All Metrics
App/Site ID siteId1M Internal unique identifier for a site Same metrics as site ID

Bidder

bidder1M

Name of bidder account. A bidder is a regional endpoint for a DSP

Average clearing price, Bids won, Forfeits, Fraudulent impressions, Impressions, Response Timeout Rates, Response Timeouts, Served, Win Notice Timeout Rates, Win Notice Timeouts, Gross eCPM, Invalid Spend, Spend

Bidder ID

bidderId1M

Internal unique identifier for bidder

Same metrics as bidder
Bid Request Filter Reason prebidFilterReason1M The reason why a bid request was filtered Bid Requests (Filtered)
Bid Status Category postBidStatusCategoryName1M Indicates whether the bid was the winning bid for the auction, or if the bid was not the winning bid, the reason why the bid lost the auction. Bids
Buyer Seat seatName1M The name assigned to the buyer seat provided on the seat level bid. Represents the buyer on whose behalf the bid is made. Ads Sent, Average clearing price, Bids won, Forfeits, Fraudulent Impressions, Impressions, Win Notice Timeout Rates, Win Notice Timeouts, Gross eCPM, Invalid Spend, Spend

Buyer Seat ID

seatId1M

The buyer seat provided on the seat level bid. Represents the buyer on whose behalf the bid is made.

Ads Sent, Average clearing price, Bids won, Forfeits, Fraudulent Impressions, Impressions, Win Notice Timeout Rates, Win Notice Timeouts, Gross eCPM, Invalid Spend, Spend
Buyer Seat ID (Internal) internalSeatId1M Internal unique identifier for a buyer seat Same metrics as seat
Deal deal1M Name of Deal Average clearing price, Bids won, Forfeits, Fraudulent Impressions, Impressions, Served, Win Notice Timeout Rates, Win Notice Timeouts, Gross eCPM, Invalid Spend, Spend

Deal ID

dealId1M

Unique identifier of a deal

Same metrics as deal

DSP

buyer1M

Name of Demand Side Platform (DSP). This is the parent account for the bidder.

Average clearing price, Bids won, Forfeits, Fraudulent Impressions, Impressions, Response Timeout Rates, Response Timeouts, Served, Win Notice Timeout Rates, Win Notice Timeouts, Gross eCPM, Invalid Spend, Spend

DSP ID

buyerId1M

Internal unique identifier for a DSP

Same metrics as DSP

Header Bidding

headerBidding1M

Indicates whether the winning bid from the auction will be used to submit a bid into an upstream header bidding auction

Ads Sent, Average clearing price, Bids won, Forfeits, Fraudulent Impressions, Impressions, Response Timeout Rates, Response Timeouts, Win Notice Timeout Rates, Win Notice Timeouts, Gross eCPM, Invalid Spend, Spend

Integration Partner

hbPartnerName1M

For Sellers integrated through a Server to Server (s2s) header bidding connection, this field provides the name of the exchange that sent the request to VM SSP (i.e, Google Open Bidding, MoPub, Amazon TAM)

Ads Sent, Average clearing price, Bids won, Forfeits, Fraudulent Impressions, Impressions, Response Timeout Rates, Response Timeouts, Win Notice Timeout Rates, Win Notice Timeouts, Gross eCPM, Invalid Spend, Spend

Integration Partner ID

hbPartnerId1M

Internal unique identifier for header bidding partner

Same metrics as HB Partner

 

Date/Time Dimensions

Dimension

Reporting API field

Description

Metrics Available

Date

scaledDay1M

Day formatted to MM/DD/YYYY

All metrics

Hour

scaledDayHourly1M

Hour of the day formatted to 0-23

Ads Sent, Fraudulent Impressions, Impressions, Gross eCPM, Invalid Spend, Spend

Month

scaledMonth1M

Month formatted to month’s full name (ex: January)

Ads Sent, Average clearing price, Bids won, Forfeits, Fraudulent Impressions, Impressions, Response Timeout Rates, Response Timeouts, Win Notice Timeout Rates, Win Notice Timeouts, Gross eCPM, Invalid Spend, Spend

 

Device/OS/Browser

Dimension

Reporting API field

Description

Metrics Available

Device Model Group

deviceModelGroupName1M

The model group of the device through which the user is interacting. If the SS received an impression event more than 10 minutes after the auction occurred, the device model group cannot be determined and the count will be bucketed under Impressions for the Other value. This can cause a higher Impression count than Ads Sent for the Other group.

All metrics except in-view

Device Type deviceTypeName1M The type of device through which the user is interacting. If the SSP received an impression event more than 10 minutes after the auction occurred, the device type cannot be determined and the count will be bucketed under Impressions. This can cause a higher Impression count than Ads Sent for the Connected Device value. All metrics except in-view

 

Geo Dimensions

Dimension

Reporting API field

Description

Metrics Available

Country Code

countryCode

Country abbreviated to ISO code (ex: USA)

Ads Sent, Ad Requests, Clicks, Fill Rate, Post-Auction Fraud, Fraudulent Impressions, Impressions, Spend

 

Reporting Metrics for DSPs

Ads Metrics

Metric

Reporting API field

Description

Ads Sent adsServed1M Count of auctions that had an auction winner

Average Clearing Price

avgClearingPrice1M

Average of unit price in $USD paid for an impression if this seat level bid was the winner of the auction.

Bid Requests requestsOut1M Count of bid requests sent to the Bidder
Bid Requests (Filtered) requestFiltered1M Count of bid requests filtered out prior to being sent out to a bidder. Calculated using 10% sampling data and extrapolated

Bid Responses

bidResponses1M

Count of the bidder’s total number of bid responses for an auction

Bids Won

bidsWon1M

Count of bids that won an auction

Forfeits

bidsForfeits1M

Count of bids ineligible to win the auction due to failure to deliver markup or ad quality related block

Gross Wins grossWins1M Total number of wins attributed to the bid
Impressions adsDelivered1M Total count of when the ad successfully to be displayed to the user’s screen. This is based on a successfully rendered ad beacon on the site or screen.

Response Timeout Rates

responseTimeoutRate1M

Response Timeouts divided by Total Bid Responses

Response Timeouts

bidsTimeout1M

Count of bid responses that exceeded the time limit to return a bid.

Win Notice Timeout Rates

winNoticeTimeoutRate1M

Calculated by dividing win notice timeouts by total win notices received

Win Notice Timeouts

winsTimeout1M

Count of win notice calls that exceeded the time limit to display an impression.

 

Revenue Metrics

Metric

Reporting API field

Description

Spend

spend1M

Gross revenue attributed to the bidder

Gross eCPM

totalEcpm1M

Average Cost per thousand impressions attributed to the bidder. Calculated by dividing DSP revenue by delivered impressions and multiplying by 1000.

 

Video

Metric Reporting API field Description

Video Ad Attempts

adAttempts1M

The number of times the player/external server tries to render a video ad. In VAST tag integration case, the number of times SSP returned a winning Video Ad.

Video Completes (25% Quartile)

video25PctQuartile1M

Number of video ads that were played for at least 25% (but less that 50%) of the total duration.

Video Completes (50% Quartile)

video50PctQuartile1M

Number of video ads that were played for at least 50% (but less that 75%) of the total duration.

Video Completes (75% Quartile)

video75PctQuartile1M

Number of video ads that were played for at least 75% (but less that 100%) of the total duration.

Video Completes (100% Quartile)

video100PctQuartile1M

Number of video ads where the user played 100% of the video

Video Errors

vastError1M

Number of times that an error occurred when trying to display a video.

Video Starts

videoStartedQuartile1M

Count of video ads in which the user clicked and played the ad

 

Filters Metrics

The report designer allows a report to be filtered by specific data type.

Filter

Reporting API Field

Description

App/Site ID site1M Filter by Site ID
Company ID cid Filter by the unique identifier assigned to the publisher’s company or companies in Analytics Reports. The Company ID is required to run a report.

Country

country1M

Filter by country

Currency Conversion toCurrency1M Filter converts revenue to non-USD currencies. Always select the metrics labeled “Non-USD” when building a report.

Deal ID

deal1M

Filter by internal unique identifier for a private marketplace deal

Device Model Group deviceModelGroup1M Filter by the user’s devices model
Device Type deviceType1M Filter by the user’s device type
Integration Partner hbPartner1M Filter by header bidding partner. For Sellers who are integrated via a Server to Server (s2s) header bidding connection, this field provides an internal unique identifier of the exchange that sent the request to VM SSP (i.e., Google Open Bidding, MoPub, Amazon TAM)