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    Table of Contents

    Overview Report metrics Columns Use cases Metric list

    Overview

    This article provides definitions for the metrics available in Instant Insights, Instant Report Builder, and in the reporting APIs.  

    Report metrics

    Columns

    The list in section “Metric list”, later in this document, contains each metric with the following details:

    • Name: the metric name, mainly named according to the name used in Instant Insights and Instant Report Builder.
    • Instant Insights API name: the metric name used in the Instant Insights API.
    • Instant Report Builder API name: the metric name used in the Instant Report Builder API.
    • Use cases: the contexts in which the metric can be used, corresponding to the Views in Instant Report Builder and Instant Insights. For more details, see the following section “Use cases”.
    • Definition: the definition of the metric.

    Use cases

    In the reporting API, the Use case is the context in which a metric can be used. In the Instant Insights and Instant Report Builder UIs, each Use case corresponds to a View that can be selected in the top right corner in these two UIs.

    For the sake of brevity, the metric list uses abbreviations in the column “Use cases”. The following table contains all View/Use case names with their abbreviations: 

    Use case name #1 in Reporting API Use case name #2 in Reporting API View name in IRB/Instant Insights Use case abbreviation in metric list
    demandcontentmetadata ContentMetadata Content Metadata c
    demandmediabuying MediaBuying Activation m
    demandprogrammatic RTB Programmatic p
    demandsegment ForecastDMKP Data Marketplace s
    scope3   Sustainability s3

    Metric list

    For a better understanding of the columns in this list, see sections “Columns” and "Use cases", earlier in this document. 

    Name Instant Insights API name Instant Report Builder API name Use cases Definition
    Auction Package 3P Provider Cost € paidAuctionPackageThirdPartyVendorCostEuro   c, p, s The third party provider cost for an Auction Package, in Euro.
    Auction Package 3P Provider Cost Company Currency paidAuctionPackageThirdPartyVendorCostCompanyCurrency   c, p, s The third party provider cost for an Auction Package, in the Maestro company currency.
    Auction Package Audience Data Cost € paidAuctionPackageAudienceVendorCostEuro   c, p, s The sum of audience data costs for an Auction Package, in Euro.
    Auction Package Audience Data Cost Company Currency paidAuctionPackageAudienceVendorCostCompanyCurrency   c, p, s The sum of audience data costs for an Auction Package, in the Maestro company currency.
    Auction Package Customer Fee € paidAuctionPackageCustomerVendorCostEuro   c, p, s The customer fee for an Auction Package, in Euro.
    Auction Package Customer Fee Company Currency paidAuctionPackageCustomerVendorCostCompanyCurrency   c, p, s The customer fee for an Auction Package, in the Maestro company currency.
    Auction Package Identity Provider Cost € paidAuctionPackageIdentityVendorCostEuro   c, p, s The identity provider cost for an Auction Package, in Euro.
    Auction Package Identity Provider Cost Company Currency paidAuctionPackageIdentityVendorCostCompanyCurrency   c, p, s The identity provider cost for an Auction Package, in the Maestro company currency.
    Auction Package Semantic Data Cost € paidAuctionPackageSemanticVendorCostEuro   c, p, s The sum of semantic data costs for an Auction Package, in Euro.
    Auction Package Semantic Data Cost Company Currency paidAuctionPackageSemanticVendorCostCompanyCurrency   c, p, s The sum of semantic data costs for an Auction Package, in the Maestro company currency.
    Auctions auctions Auctions c, p, s The number of ad opportunities Equativ has sent to multiple demand partners so they can bid on a given auction. Multiple demand partners can be in competition.
    Audience Data Cost Company Currency companyCurrencyAudienceSpend PaidAudienceVendorCostCompanyCurrency m, p The sum of audience data costs, in the Maestro company currency.
    Audience Data Cost Deal Currency dealCurrencyAudienceSpend PaidAudienceVendorCostDealCurrency c, m, p, s The sum of audience data costs, in the deal currency.
    Audience Data Provider Cost Provider Currency audienceDataProviderCostsProviderCurrency AudienceSegmentProviderCostProviderCurrency s The costs paid to the audience data provider, in the provider currency.
    Average Carbon Emissions emissionsPerMilleImpressions   s3 The average carbon emissions per impression or per campaign.
    Average Floor Price € averageFloorPriceEuro AvgFloorPriceEuro p The average floor price, in Euro.
    Average floor price Company currency averageFloorPriceCompanyCurrency AvgFloorPriceCompanyCurrency p The average floor price, in the Maestro company currency.
    Average floor price Deal currency averageFloorPriceDealCurrency AvgFloorPriceDealCurrency p The average floor price, in the deal currency.
    Bid Requests bidRequests BidRequests p The number of requests sent to demand partners, requesting them to bid on an ad opportunity.
    Bids bids Bids m, p The number of bids that demand partners returned in response to bid requests sent by Equativ.
    Buyer Spend € buyerSpendEuro PaidBuyerSpendEuro c, m, p, s, s3 The buyer spend, in Euro (Publisher Media + Platform fee + Curator Fee + Data costs).
    Buyer Spend Company Currency companyCurrencySpend PaidBuyerSpendCompanyCurrency m, p, s, s3 The Buyer spend, in the Maestro company currency (Publisher Media + Platform fee + Curator Fee + Data costs).
    Buyer Spend Deal Currency dealCurrencySpend PaidBuyerSpendDealCurrency c, m, p, s, s3 The Buyer spend, in the deal currency (Publisher Media + Platform fee + Curator Fee + Data costs).
    Click Rate clickRate ClickRate m, p, s, s3 The ratio of clicks on an ad to ad impressions.
    Clicks clicks Clicks c, m, p, s, s3 The number of clicks.
    Climate Risk % climateRiskRatio   s3 The percentage of impressions or spend exposed to climate risk.
    Climate Risk Impressions climateRiskImpressions   s3 The number of impressions exposed to climate risk.
    Curator Margin Deal Currency companyVendorCostDealCurrency PaidCompanyVendorCostDealCurrency c, m, p, s The sum of curator margin collected based on the deal setup, in the deal currency.
    Delivery Rate deliveryRate DeliveryRate m, p The delivery rate calculated with the formula: Impressions / Winning bids.
    Green Media Rate greenMediaRatio   s3 The percentage of impressions or spend delivered on green-certified media
    Identity Provider Cost Deal Currency firstIdentityProviderCostDealCurrency FirstIdentityProviderCostDealCurrency p The identity provider cost, in the deal currency.
    Impressions impressions Impressions c, m, p, s, s3 The number of impressions rendered, billed to the DSP.
    Not Measurable Impressions notMeasurableImpressions ViewabilityNotMeasurableImpressions c, s The number of impressions for which viewability measurement was not possible.
    Paid eCPC € ecpc EcpcEuro c, m, p, s, s3 The paid eCPC, in Euro, calculated with the formula: Buyer Spend / Clicks * 1000.
    Paid eCPC Company Currency ecpcCompanyCurrency EcpcCompanyCurrency c, m, p, s, s3 The paid eCPC, in the Maestro company currency, calculated with the formula: Buyer Spend / Clicks * 1000.
    Paid eCPC Deal Currency ecpcDealCurrency EcpcDealCurrency c, m, p, s, s3 The paid eCPC, in the deal currency, calculated with the formula: Buyer Spend / Clicks * 1000.
    Paid eCPM € smartGrossECpmEuro EcpmEuro c, m, p, s, s3 The paid eCPM, in Euro, calculated with the formula: Buyer Spend / Clicks * 1000.
    Paid eCPM Company Currency smartGrossECpmCompanyCurrency EcpmCompanyCurrency c, m, p, s, s3 The paid eCPM, in the Maestro company currency, calculated with the formula: Buyer Spend / Clicks * 1000.
    Paid eCPM Deal Currency smartGrossECpmDealCurrency EcpmDealCurrency c, m, p, s, s3 The paid eCPM, in the deal currency, calculated with the formula: Buyer Spend / Clicks * 1000.
    Semantic Data Cost Company Currency companyCurrencySemanticSpend PaidSemanticVendorCostCompanyCurrency m, p The sum of semantic data costs, in the Maestro company currency.
    Semantic Data Cost Deal Currency dealCurrencySemanticSpend PaidSemanticVendorCostDealCurrency c, m, p, s The sum of semantic data costs, in the deal currency.
    Targeted deal 3P Provider Cost € paidAuctionPackageChildThirdPartyVendorCostEuro   c, p, s The third party provider costs for a targeted deal, in Euro.
    Targeted deal 3P Provider Cost Company Currency paidAuctionPackageChildThirdPartyVendorCostCompanyCurrency   c, p, s The third party provider costs for a targeted deal, in the Maestro company currency.
    Targeted Deal Audience Data Cost € paidAuctionPackageChildAudienceVendorCostEuro   c, p, s The audience data cost for a targeted deal, in Euro.
    Targeted Deal Audience Data Cost Company Currency paidAuctionPackageChildAudienceVendorCostCompanyCurrency   c, p, s The audience data cost for a targeted deal, in the Maestro company currency.
    Targeted Deal Customer Fee € paidAuctionPackageChildCustomerVendorCostEuro   c, p, s The customer fee for a targeted deal, in Euro.
    Targeted Deal Customer Fee Company Currency paidAuctionPackageChildCustomerVendorCostCompanyCurrency   c, p, s The customer fee for a targeted deal, in the Maestro company currency.
    Targeted Deal Identity Provider Cost € paidAuctionPackageChildIdentityVendorCostEuro   c, p, s The identity provider cost for a targeted deal, in Euro.
    Targeted Deal Identity Provider Cost Company Currency paidAuctionPackageChildIdentityVendorCostCompanyCurrency   c, p, s The identity provider cost for a targeted deal, in the Maestro company currency.
    Targeted Deal Semantic Data Cost € paidAuctionPackageChildSemanticVendorCostEuro   c, p, s The semantic data cost for a targeted deal, in Euro.
    Targeted Deal Semantic Data Cost Company Currency paidAuctionPackageChildSemanticVendorCostCompanyCurrency   c, p, s The semantic data cost for a targeted deal, in the Maestro company currency.
    Tech Fee € paidTechFeeEuro PaidMbmTechFeesEuro m The platform fee (Equativ service fee), in Euro.
    Total 3P Provider Cost € paidBuyerConnectThirdPartyVendorCostEuro   c, p, s The total third party provider cost, in Euro.
    Total 3P Provider Cost Company Currency paidBuyerConnectThirdPartyVendorCostCompanyCurrency   c, p, s The total third party provider cost, in the Maestro company currency.
    Total Audience Data Cost € paidBuyerConnectAudienceVendorCostEuro   c, p, s The total audience data cost, in Euro.
    Total Audience Data Cost Company Currency paidBuyerConnectAudienceVendorCostCompanyCurrency   c, p, s The total audience data cost, in the Maestro company currency.
    Total Carbon Emissions totalEmissions   s3 The total carbon emissions for the campaign or reporting period.
    Total Customer Fee € paidBuyerConnectCustomerVendorCostEuro   c, p, s The total customer fee, in Euro.
    Total Customer Fee Company Currency paidBuyerConnectCustomerVendorCostCompanyCurrency   c, p, s The total customer fee, in the company currency.
    Total Identity Provider Cost € paidBuyerConnectIdentityVendorCostEuro   c, p, s The total Identity Provider Cost, in Euro.
    Total Identity Provider Cost Company Currency paidBuyerConnectIdentityVendorCostCompanyCurrency   c, p, s The total Identity Provider Cost, in the Maestro company currency.
    Total Semantic Data Cost € paidBuyerConnectSemanticVendorCostEuro   c, p, s The total semantic data cost, in Euro
    Total Semantic Data Cost Company Currency paidBuyerConnectSemanticVendorCostCompanyCurrency   c, p, s The total semantic data cost, in the Maestro company currency.
    Unique Users uniqueVisitors UniqueVisitors p The number of unique users. This metric represents the deduplicated amount of users: each individual user is counted only once, even if the user generates multiple ad opportunities in the selected time frame of the report. This metric can only be used with the following dimensions: Auction Package, Company, Country, Publisher, Seat, Targeted Deal. To count unique users, they must be identifiable (for example, through a user ID stored in a cookie or IDFA) and must have given explicit consent, if required by regulations such as GDPR, CCPA, or others. All non-identifiable users have the same user ID: "null"; thus, all non-identifiable users are counted in the "Unique User" metric as one unique user. For example, if there are 1000 users, with 800 identifiable and 200 non-identifiable, and among the 800 identifiable users, 600 are unique, then the total unique users displayed will be 601.
    Unique visitors Utiq uniqueVisitorsUtiq UniqueVisitorsUtiq p The number of unique users, as measured by Utiq.
    Video Complete videoComplete VideoCompleteCount c, m, p, s, s3 The number of times a video ad was viewed to completion.
    Video Completion Rate completionRate CompletionRate m, p, s, s3 The ratio of Video Completes to Impressions.
    Video Error Count videoErrorCount EventErrorCount c, m, p, s The number of errors occurring during video playback or ad delivery.
    Video Error Rate videoErrorRate EventErrorRate m, p, s The percentage of errors occurring during video playback or ad delivery, dividing the number of errors by the total number of video delivery attempts or video impressions.
    Viewability Rate viewabilityRate ViewabilityRate c, m, p, s, s3 The rate at which ads were viewable by the user, based on the viewability measurement guidelines specified by the Media Rating Council (MRC). Formula: ViewableImpressions / (ViewableImpressions + NotViewableImpressions).
    Viewable Impressions viewableImpressions ViewableImpressions c, m, p, s, s3 The number of ad impressions that met the viewability criteria, based on the viewability measurement guidelines specified by the Media Rating Council (MRC).
    Winning Bids winningBids WinningBids c, m, p, s The number of bids that won an auction.
    report metrics definitions programmatic reporting equativ api metrics buyer spend bid requests bids paid ecpm ecpc video completion rate viewability rate unique users carbon emissions metrics

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