InnovidXP Metrics Glossary

CTV Devices:
Smart TV: a TV set with internet capability, e.g., LG TV, Samsung TV.
Game Console: a gaming device connected to a TV, e.g., PlayStation or XBOX.

Connected Device: an internet-connected media device connected to a TV, e.g., a Roku streaming player or Amazon Fire Stick.

Non-CTV Devices:
Personal Computer: This could be a laptop or a desktop computer, smartphone, tablet, or other mobile device.

This could be the name of the platform (e.g., Roku, Amazon Fire TV, Apple TV, Google TV) or the make/model of the device (e.g., PlayStation, Amazon Fire Stick, Sharp, LG, TiVo, Set Top Box).

"Unknown" platforms are conditions where the user agent and other metadata cannot be precisely associated with a specific buying platform, such as Apple TV. In general, this condition is rare, but due to SDKs and non-specific user agents in use by OEMs and ad tech platforms, it does occur with some frequency.

Data for these CTV devices remain fully MRC accredited and meet the rigorous standards in place.

The number of unduplicated households reached by a single publisher during the campaign.

Households reached by two or more publishers are not included in this metric. This metric is de-duplicated, meaning each count is a distinct household.

The number of unduplicated households reached by a single publisher or platform (i.e., Unique Reach), divided by the number of households reached (i.e., Total Reach), displayed as a percentage.

This metric is de-duplicated.

This is the percentage of increase in total reach that the publisher or platform added. For example, if Publisher A added 10 unique households and reached a total of 100 (including Publisher A), the incrementality is 11% (Or 10/(100-10)) = 11%.

Or:

if they increase reach from 90 to 100, the incrementality is 11% or 10/90.

The percentage of the reach overlap that is the primary publisher's reach.

In the case of CTV (total), this is the aggregate of all publishers, not including the comparison publisher.

Cost per reach means the cost to reach 1,000 distinct households that were reached by a single publisher/platform.

Households reached by two or more publishers/platforms are not used in the calculation. First, the total cost is calculated based on eCPM and impressions. After that, cost per reach is calculated based on total cost and 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. 

The total number of households reached across the campaign after high traffic IDs have been removed.

This is calculated as Eligible Impressions divided by the Eligible Frequency. This metric is the same as Total Reach on the dashboard's subsequent tabs.

Among all the impressions that were served in the campaign, the % that went to HHs who were served OTT impressions only. Measurement is based on the dates entered when the campaign is set up.

The Overlap % comes directly from the eventlog and is the % of impressions that were served to HHs in the crosswalk that were served both OTT and Linear impressions.

The OTT-only and linear-only shares need to be adjusted to be consistent with impressions displayed in the pivots/headline figures on the campaign pages.

Household impressions shown as a percentage breakdown, served by the dimension selected.

Among all the HHs that were reached in the campaign, the % reached by OTT only.

The Overlap % comes directly from the eventlog and is the % of HHs in the crosswalk that were exposed to both OTT and Linear impressions.

The OTT-only and Linear-only proportions need to be adjusted so that the shares are consistent with reach displayed in the headline figures in the campaign pages.

Among all the impressions that were served in the campaign, the % that went to HHs who were served Linear impressions only.

The Overlap % comes directly from the eventlog and is the % of impressions that were served to HHs in the crosswalk that were served both OTT and Linear impressions.

The OTT-only and Linear-only shares need to be adjusted so that the shares are consistent with impressions displayed in the pivots/headline figures in the campaign pages.

Household impressions displayed as a percentage breakdown, served by the dimension selected.

Among all of the HHs that were reached in the campaign, the % reached by Linear only.

"The Overlap % comes directly from the eventlog and is the % of HHs in the crosswalk that were exposed to both OTT and Linear impressions.

The OTT-only and Linear-only proportions need to be adjusted so that the shares are consistent with reach displayed in the headline figures in the campaign pages.

Among all of the impressions that were served in the campaign, the % that went to HHs who were served both Linear and OTT impressions

The Overlap % comes directly from the eventlog and is the % of impressions that were served to HHs in the crosswalk that were served both OTT and Linear impressions.

Among all of the HHs that were reached in the campaign, the % that were reached by both Linear and OTT.

The Overlap % comes directly from the eventlog and is the % of HHs in the crosswalk that were exposed to both OTT and Linear impressions.

The total number of impressions served during the campaign duration. For OTT, this is an exact number taken from the tag, and for linear, this number is modeled.

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

The chart shows two things - the frequency distribution of the campaign (% of households exposed once, twice, etc.) and the effective frequency range (the frequency range within which n+1 exposure results in a significant increase in the visitor rate).

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

The chart shows how reach and frequency build over time. The Effective Frequency Range (as described for the previous chart) is also displayed.

Measurement is based on the dates entered when the campaign is set up. These are upscaled values.

Number of impressions served to each DMA.

Impressions are split by DMA using Maxmind IP geolocation.

Number of impressions broken down by OTT publisher (this table is shown only for OTT campaigns).

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

Number of impressions served to households who were exposed to impressions from the publisher in question and no other publisher.

Count of impressions filtered for households exposed only to the publisher in question.

The cost per 1000 impressions for each publisher served to households that were exposed to no other publishers.

Responses over time are broken down according to the date the session occurred. The blue bar represents view-throughs on that day linked to an impression served that day, and the teal bar represents view-throughs on that day linked to an impression served prior to 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 up of responses to impressions served within the past seven days.

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

Responses over time are broken down according to the date the session occurred. The blue bar represents sessions attributed on that day linked to an impression served that day, and the teal bar represents sessions attributed on that day linked to an impression served prior to 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 up of responses to impressions served within the past seven days.

The same definitions as OTT, other than:

The difference in the way DDL responses are measured (with the use of a control group).

A linear metric for the visitor rate difference between the households exposed to a campaign and a control group of unexposed households. It is expressed as an uplift percentage and uses visitor rates, not visit rates, within the calculations.

The type of conversion, e.g., Web, XXX - the traffic medium.

Acceptable values are Web, App, Phone, and SMS. This is an optional column in this export. Clients can send us response data through Web, App, Phone, or SMS.

Numeric value. For linear, the impression value shared by the client typically referring to the audience targeting.

For OTT/CTV, the number of impressions on that publisher in that time cluster (typically 2-3 hours).