| AdNetworkNetRevenue | Adserving | The net revenue earned by an ad network (or similar business) that manages the publisher’s site. |
| AdservingRevenue | Adserving | The revenue of a direct insertion, computed based on the CPM or CPC declared in the insertion. |
| Auctions | RTB | The number of times an ad opportunity was auctioned through programmatic advertising. |
| AudienceSegmentNetworkCpmNetworkCurrency | RTB | The costs for the use of audience segments in the network currency. Formula: Costs of the used audience segment / Impressions * 1000. |
| BidRate | RTB | The ratio of bids to bid requests. |
| BidRequests | RTB | The number of requests sent by Equativ to demand partners requesting them to bid on an ad opportunity. |
| BidResponsePartner | RTB | The number of bid responses that demand partners returned in response to bid requests sent by Equativ. |
| Bids | RTB | The number of bids that demand partners returned in response to bid requests sent by Equativ. |
| ClickRate | Both | The ratio of clicks to ad impressions. |
| Clicks | Both | The number of clicks on an ad. |
| DefaultPixels | Adserving | The number of times no ad (no insertion) was delivered in response to an ad call from the publisher's site/app etc.
In case of in-stream video, a "NoAd" is counted for each unfilled position in each ad pod. Positions can remain unfilled because there was no ad returned or because the ad could not be played by the player. |
| DeliveryRate | RTB | The ratio of Impressions to Winning Bids. |
| Ecpc | Adserving | The effective cost per click. Formula: (AdservingRevenue / Impressions) * 1000. |
| estimatedPublisherNetRevenuePublisherCurrency | RTB | The publisher’s estimated net revenue in the network’s currency, exclusive of Equativ’s revenue share. |
| HeaderBiddingCpmEuro | Adserving | The header bidding CPM. Formula: (HeaderBiddingRevenue / HeaderBiddingImpressions) * 1000. |
| HeaderBiddingImpressions | Adserving | The impressions generated through header bidding SSPs winning the competition against bids from Equativ's demand partners. |
| Impressions | Both | The event of an ad being displayed to an end user. |
| InvalidClicks | Adserving | The number of non-human, fraudulent or otherwise invalid clicks. |
| MasterAuctions | RTB | The number of times the first RTB insertion in the waterfall was called, following the ad request from the publisher site/app. One ad request can call multiple RTB insertions and thus trigger multiple auctions. |
| MeasurabilityRate | Both | The rate at which the viewability of an ad was measurable. Formula: (Impressions - NotMeasurableImpressions) / Impressions. |
| MeasurabilityRate | Both | The rate at which the viewability of an ad was measurable. Formula: (Impressions - NotMeasurableImpressions) / Impressions. |
| NetworkGrossECpmPerSecondNetworkCurrency | RTB | The gross effective CPM divided by the video creative duration (in seconds), in the network currency. |
| NotMeasurableImpressions | Both | The number of ad impressions where viewability could not be measured - e. g. when cross-domain iFrames do not allow viewability measurement. |
| NotViewableImpressions | Both | The number of impressions that were not viewable, as specified by the viewability measurement rules. |
| PartnerResponseTime | RTB | The time a partner took to place a bid. |
| publisherGrossECpmPublisherCurrency | RTB | The gross eCPM in the publisher's currency. Formula: Gross revenue / Impressions * 1000. |
| publisherGrossRevenuePublisherCurrency | RTB | The price paid by winning RTB partners in the network currency for client side impressions. Represents the publisher revenue from programmatic monetization without fees, margin or vendor cost. |
| PublisherNetRevenue | Adserving | The publisher's net revenue, exclusive of Equativ's revenue share. |
| TotalInventory | Holistic | The total number of ad opportunities, irrespective of the type of monetization (direct insertion, open auction, deal or no monetization). |
| UniqueVisitors | Adserving | The number of unique visitors visiting a site/app; multiple visits of the same visitor are counted as one visit (deduplication). |
| VideoErrorCount | Both | The number of errors that occurred in a video ad. |
| VideoFirstQuartile | Both | The VAST event indicating that 25% of the video ad duration have been viewed. |
| VideoFirstQuartileRate | Both | The rate at which video playback reached 25% of the delivered video ad's duration. Formula: number of times the first quartile measurement point was reached / number of video ads delivered. |
| VideoMidpoint | Both | The VAST event indicating that 50% of the video ad duration have been viewed. |
| VideoMidPointRate | Both | The rate at which video playback reached 50% of the delivered video ad's duration. Formula: number of times the second quartile measurement point was reached / number of video ads delivered. |
| VideoMuteCount | Both | The number of times the video ad was muted. |
| VideoSkipCount | Both | The number of times the video ad was skipped. |
| VideoStartCount | Both | The VAST event indicating that the video ad playback was started. |
| VideoStartRate | Both | The rate at which the playback of a delivered video ad started. Formula: number of times video playback started / number of video ads delivered. |
| VideoStopCount | Both | The number of times the video ad was stopped. |
| VideoThirdQuartile | Both | The VAST event indicating that 75% of the video ad duration have been viewed. |
| VideoThirdQuartileRate | Both | The rate at which video playback reached 75% of the delivered video ad's duration. Formula: number of times the third quartile measurement point was reached / number of video ads delivered. |
| VideoUnmuteCount | Both | The number of times the video ad was unmuted. |
| ViewabilityRate | Both | The rate at which ads were viewable by the user. Formula: ViewableImpressions / (ViewableImpressions + NotViewableImpressions). |
| ViewableImpressions | Both | The number of impressions that were viewable, as specified by the viewability measurement rules. |
| WinningBids | RTB | The number of bids that won an auction. |
