XP + Ad Serving OTT and Reach Extension User Guide

The total number of impressions served during the campaign. For OTT, this is an exact number taken from the Impression Tracker.

Measurement is based on the dates entered when the campaign is set up.

The total number of unique OTT households with at least one impression served.

The number of unique households served by multiple publishers.

The average number of impressions served to each household.

This chart shows reach and frequency across the campaign. Use the dropdowns to select different dimensions, e.g., device, platform, publisher, and campaign, and change the chart to display only one metric instead of 'All'.

You can view data by day, week, or month or select Total to display reach and frequency for the whole campaign. When Total is selected, you can choose up to two metrics to display and compare, e.g., impressions and incrementality. Use the Show/Hide Data Table toggle to show or hide the current chart data in table format.

This bubble chart provides an at-a-glance summary of the reach overlap between publishers. Each bubble represents the percentage of reach the corresponding two publishers in the x- and y-axes shared.

As shown in the example below, you can hover over a bubble to view more details about the overlap.

Example:

In this example, we can see that Peacock and NBC have a large percentage of overlap of impressions and over 50% reach overlap. Reducing spending on one of these may be useful by comparing the reach overlap with other publishers to ascertain which.

This donut chart provides an at-a-glance summary of the share of unique reach or impressions by publisher, device, or platform. 

The view defaults to Publisher and Unique Reach, you can select a different Dimension and Metric from the dropdowns. 

This helps you quickly determine which publisher has the highest percentage of unique reach.

Data Lineage provides a transparent view of the resolution of all impressions served to households for reach and frequency measurement purposes. It currently applies to ad serving impressions only at the publisher level. We calculate metrics based on observed behavior and then extrapolate (model) to account for unresolved impressions.

The level of resolution is defined by the eligibility of the impression, where an eligible impression can be measured directly and resolved to a household. 

This table shows the following by publisher before we have applied any extrapolation:

• All Impressions: total number of ad impressions served
• Eligible Impressions %: percentage of the number in the All Impressions column that can be resolved to a household
• Eligible Impressions: number of eligible impressions
• Eligible Reach: number of households exposed to an eligible impression, served at least once
• Eligible Frequency: average number of times an eligible impression was served to the household

Note: Enabling the YouTube view is an optional configuration.

• YouTube Impressions: count of YouTube impressions.
  Note: YouTube impressions are for reference only and are excluded from the count of eligible impressions and household reach and frequency metrics.
• YouTube Total Unique Impressions: impressions uniquely served to Google User IDs within this group.
  Note: This is not based on households.
• YouTube Frequency: frequency based on Google User IDs within this group.
  Note: This is not based on households.

Additional information

The interactive table lets you add additional columns and apply different filters to drill down into the data.

Select the ellipsis at the top of a column to view the filter menu.

• Select Sort Ascending or Sort Descending to change the order by total
• Select Columns and toggle the columns you want to hide or display in the table
• Select Filter to enter conditions and further filter the data

The Overlap page provides compelling insights into the unique reach and incremental efficiency of the two selected Publishers (primary and comparison).

The default view includes:

• Overlapping Reach: number of unique households to which both publishers have served an ad in this campaign.
• Primary Overlapping Reach: percentage of the reach overlap that is the primary publisher's reach 
• eCPM Difference (Primary): percentage difference of the effective cost per thousand impressions of the primary publisher vs. the comparison publisher.
• Diff. CPU (Primary): percentage difference in the cost per unique reach of the primary publisher vs. the comparison publisher.

Additional information

The interactive table lets you add additional columns and apply different filters to drill down into the data.

Select the ellipsis at the top of a column to view the filter menu.

• Select Sort Ascending or Sort Descending to change the order by total
• Select Columns and toggle the columns you want to hide or display in the table
• Select Filter to enter conditions and further filter the data

The State view of the Geography page shows the number of impressions, frequency, or total reach, grouped by state based on the geolocation of the IP address.

This is an interactive heat map that is color-coded by gradient according to different metrics. You can toggle the view between the total number of impressions, average frequency, and households. You can see which areas have the most (darker blue) and which have the least (lighter blue).

The default view includes:

• Impressions: The number of impressions served during the campaign that went to households that were served OTT impressions within the associated State.
• Frequency: The number of OTT impressions in each household within a State exposed to OTT was served.
• Total Reach: The total number of unique OTT households within a State with at least one impression served.  

The Market view of the Geography page shows the number of impressions, frequency, or total reach grouped by market area

The default view includes:

• Impressions: The number of impressions served during the campaign that went to households that were served OTT impressions within the associated market area.
• Frequency: The number of OTT impressions in each household within a market area exposed to OTT was served.
• Total Reach: The total number of unique OTT households within a market area with at least one impression served. 

This shows the total number of responses for the selected KPI for the OTT campaign.

Most OTT attribution is based on view-throughs, sessions that occur in the seven days following an impression (or the attribution window period selected).

If OTT control groups are used, the methodology is more closely aligned with how impression-based linear responses are attributed.

The number of attributed responses as a percentage of the number of impressions served.

The cost of each response (view-through), based on the total cost of the campaign and the total number of responses.

Responses over time are broken down according to the date the session occurred. The light blue bar represents sessions attributed on that day, linked to an impression served that day. The dark blue bar represents sessions attributed on that day, linked to an impression served before that day, within the campaign period.

A session must occur within the attribution window (usually seven days) to be linked to an impression as a view-through. Therefore, the blue bar is made of responses to impressions served within the past seven days.

A single session could be split between the light blue and dark blue bars if the household was exposed to both impressions on and before that day.

Same-day and Longer-term Response

(Features the top 10 publishers and creatives)

Publishers: attributed response split by publisher. The light blue bar represents the percentage of response on that day, linked to an impression served that day. The dark blue bar represents the percentage of response on that day, linked to an impression served before that day.

• Creative: as above, split by creative
  
• Day of Week: as above, split by day of the week
  
• Dayparts: as above, split by daypart 

• Totals: the number of responses

• Proportional: the percentage of responses

• Share of OTT Impressions: number of impressions served on a specified publisher as a percentage of the total number of OTT impressions served
• Share of Response: number of responses linked to a specified publisher (after taking into account control groups if enabled) as a percentage of the total number of attributed responses
• Response: number of responses linked to a specified publisher (after taking into account control groups if enabled)
• Response Rate: number of responses linked to a specified publisher as a percentage of the number of impressions served on that publisher

The breakdown of impressions compared to the response rate for the selected KPI (in the header dropdown), for the selected publisher (in the left of the chart).

The State view of the Geography page shows the total number of impressions, impressions by capita, response rate, or frequency, grouped by state based on the geolocation of the IP address.

This is an interactive heat map that is color-coded by gradient according to different metrics. You can toggle the view between responses, response rates, total numbers of impressions, impressions per capita and average frequency. You can see which areas have the most (darker blue) and which have the least (lighter blue).

The default view includes:

• Response: the number of responses served within a State for the selected KPI for the OTT campaign.
• Response Rate: The number of attributed responses as a percentage of the number of impressions served.
• Total Impressions: The total number of impressions served within a State during the campaign
• Impressions per Capita: The number of impressions served to the given geographical market (or state) divided by the market (or state) population.
• Frequency: The number of OTT impressions in each household within a State exposed to OTT was served.

The Market view of the Geography page shows a table listing total number of impressions, impressions by capita, and frequency, by market area.

The default view includes:

• Response: the number of responses served within a market area for the selected KPI for the OTT campaign.
• Response Rate: The number of attributed responses as a percentage of the number of impressions served.
• Total Impressions: The total number of impressions served within a market area during the campaign
• Impressions per Capita: The number of impressions served to the given geographical market (or state) divided by the market (or state) population.
• Frequency: The number of OTT impressions in each household within a market area exposed to OTT was served.

The count of the unique number of creatives that have been delivered during this OTT campaign.

The name of the creative that had the highest response rate.

This shows the total number of responses for the selected KPI for the OTT campaign.

Most OTT attribution is based on view-throughs, sessions that occur in the seven days following an impression (or the attribution window period selected).

If OTT control groups are used, the methodology is more closely aligned with how impression-based linear responses are attributed.

The number of attributed responses as a percentage of the number of impressions served.

The number of responses linked to a specific creative as a percentage of the number of impressions for that creative.

This table shows the percentage of the total impressions, split by creative, and the corresponding split of responses and response rate.

The response rate of each creative, based on the day of the week the ad was served.

The response rate of each creative, based on the daypart in which the ad was served.

Overview

Linear impression data is used to detect the overlap in exposure and the unique reach of each channel. We identify linear households served with OTT impressions, linear impressions, and those exposed to both. Overlap (those identified as having seen both) is applied to validate total OTT and linear impression and reach calculations.

Linear

Linear

The percentage of all households reached during the campaign that was reached by linear only.

Linear

The average number of linear impressions that each household only exposed to linear was served.

Linear

The percentage of households reached by linear that were served linear impressions only (no OTT).

OTT

OTT

The percentage of all households reached during the campaign that was reached by OTT only.

OTT

The average number of OTT impressions that each household only exposed to OTT was served.

OTT

The percentage of households reached by OTT that were served OTT impressions only (no linear).

Overlap

Overlap

The percentage of all households reached during the campaign that was reached by both linear and OTT.

Overlap

The average number of impressions that each household exposed to both linear and OTT was served.

N/A

N/A