XP-only OTT User Guide (Non Ad Serving)

The total number of impressions served during the campaign duration. 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 percentage of households who were exposed to at least one impression from a specific publisher (the households counted here may also have been exposed to another publisher).

The average number of impressions each household was exposed to from a specific publisher.

This chart shows the percentage of total available households that were served impressions on each day of the week.

This chart shows the percentage of total available households that were served impressions during each daypart.

This table shows performance by publisher, split by:

• Share of Impressions: the number of impressions served on this publisher as a percentage of the total number of impressions
• Impressions: the total number of impressions served on this publisher
• Reach: the number of households reached by this publisher
• Average Frequency: the average number of impressions a household is exposed to on this specific publisher
• CPM: the cost per one thousand impressions served on this publisher
• Unique Impressions: the number of impressions that were served on this publisher only, and no other publisher
• Unique Reach: the number of households who were exposed to this publisher only, and no other publisher
• Unique CPM: the cost per one thousand impressions served on this publisher only, and no other publisher
• Unique Reach %: the percentage of households who were exposed to impressions on this publisher, and no other publisher

Impression Delivery Geography

State: total number of impressions, impressions per capita, frequency, or total reach, grouped by state based on the geolocation of the IP address.

Market: table listing the total number of impressions, impressions by capita, frequency, and total reach, by market area.

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.

Most Seen Creative

The number of households reached by a specified creative as a percentage of the total number of households reached.

The average number of times a household is exposed to a specified creative.

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.

This chart shows the following:

• The frequency distribution of the campaign: percentage of households exposed once, twice, etc.
• The Effective Frequency Range: the frequency range within which n+1 exposure results in a significant increase in the visitor rate

This chart shows reach and frequency over time and indicates how quickly you can reach an effective audience.

• Effective Frequency Range: the frequency range within which n+1 exposure results in a significant increase in the visitor rate
• Avg Impressions Reached per HH: cumulative average frequency
• HH reached: the cumulative sum of households exposed to at least one impression

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.

To be linked to an impression as a view-through, a session must occur within the attribution window (usually seven days). Therefore, the dark blue bar shows 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 that day and before that day.

The response rate, split by the number of days after the impression was served.

Same-day and Longer-term Response

(Features the top 10 Publishers and Creatives)

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

• Creative: as above, split by creative
• Day of Week: as above, split by day of the week
• Daypart: 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).

State: number of total impressions, impressions per capita, or frequency, grouped by state based on the geolocation of the IP address.

Market: table listing the total number of impressions, impressions per capita, and frequency, by market area.

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.

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 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.