Description: The following documentation relates to the reporting across InnovidXP's dashboard user interfaces. For a list of all the standard analytics Innovid offers across the breadth of our ad serving platform, please visit our Ad Serving Analytics Glossary.

Need help finding the metric that you're looking for? Contact your Innovid representative to discuss inclusion or alternatives, or navigate to the InnovidXP Help Center for more.

Category Channel Term Definition
Delivery OTT (Desktop, Mobile & CTV) Devices

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.

Delivery OTT (Desktop, Mobile & CTV) Platform

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.

Delivery OTT (Desktop, Mobile & CTV) Platform & Publisher This is the combination of platform and publisher. Each line item or category is a specific combo of the two fields, e.g., "Amazon Fire TV/Hulu." 
See "Publisher" and "Platform" for details.
Delivery OTT (Desktop, Mobile & CTV) Publisher This is the name of the media channel, which could be described by the name of the CTV app or the company that produces the CTV app. In some cases, this could also be the name of the ad seller or aggregator.
Delivery OTT (Desktop, Mobile & CTV) Impressions The total number or count of ads viewed during the campaign.
Measurement OTT (Desktop, Mobile & CTV) Frequency The average number of times a single household was exposed during the campaign. This is calculated as Impressions divided by Total Reach.
Measurement OTT (Desktop, Mobile & CTV) Frequency - Light The number of households exposed one to two times during the campaign.
Measurement OTT (Desktop, Mobile & CTV) Frequency - Light (%) The percentage of households exposed one to two times during the campaign.
Measurement OTT (Desktop, Mobile & CTV) Frequency - Medium The number of households exposed three to nine times during the campaign.
Measurement OTT (Desktop, Mobile & CTV) Frequency - Medium (%) The percentage of households exposed three to nine times during the campaign.
Measurement OTT (Desktop, Mobile & CTV) Frequency - Heavy The number of households exposed ten or more times during the campaign.
Measurement OTT (Desktop, Mobile & CTV) Frequency - Heavy (%) The percentage of households exposed ten or more times during the campaign.
Measurement OTT (Desktop, Mobile & CTV) Total Reach The number of unduplicated households reached during the campaign. This metric is de-duplicated, meaning each count is a distinct household.
Measurement OTT (Desktop, Mobile & CTV) Unique Publisher Reach

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.

Measurement OTT (Desktop, Mobile & CTV) Unique Reach Percentage (%)

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.

Measurement OTT (Desktop, Mobile & CTV) Reach of US CTV Households Percentage (%) Of Innovid’s 95M households, what percentage of these households were reached.
Measurement OTT (Desktop, Mobile & CTV) Unique Reach Efficiency A publisher or platform’s overall efficiency in achieving Unique Reach against delivered impressions.
Overlap OTT (Desktop, Mobile & CTV) Incrementality

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.

Overlap OTT (Desktop, Mobile & CTV) Total Reach Overlap Percentage (%) The percentage of households that were reached by both publishers.
Overlap OTT (Desktop, Mobile & CTV) Total Impression Overlap Percentage (%) The percentage of impressions that were served by both publishers.
Overlap OTT (Desktop, Mobile & CTV) Primary Publisher The first publisher in the overlap comparison. In the case of CTV (total), this is the aggregate of all publishers, not including the comparison publisher.
Overlap OTT (Desktop, Mobile & CTV) Comparison Publisher The second publisher in the overlap comparison.
Overlap OTT (Desktop, Mobile & CTV) Primary Impressions The total number of impressions served by the first publisher. In the case of CTV (total), this is the aggregate of all publishers, not including the comparison publisher.
Overlap OTT (Desktop, Mobile & CTV) Comparison Impressions The total number of impressions served by the second publisher.
Overlap OTT (Desktop, Mobile & CTV) Primary Reach The first publisher's total reach. In the case of CTV (total), this is the aggregate of all publishers, not including the comparison publisher.
Overlap OTT (Desktop, Mobile & CTV) Comparison Reach The second publisher's total reach.
Overlap OTT (Desktop, Mobile & CTV) Overlapping Reach The total number of households reached by both the primary and comparison publishers.
Overlap OTT (Desktop, Mobile & CTV) Overlapping Impressions The total number of impressions delivered by both the primary and comparison publishers.
Overlap OTT (Desktop, Mobile & CTV) Overlapping Impression Percentage (%) The total number of impressions delivered by both the primary and comparison publishers, shown as a percentage.
Overlap OTT (Desktop, Mobile & CTV) Primary Overlapping Reach Percentage (%)

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.

Overlap OTT (Desktop, Mobile & CTV) Comparison Overlapping Reach Percentage (%) The percentage of the reach overlap that is the comparison publisher's reach.
Financial OTT (Desktop, Mobile & CTV) eCPM Effective cost per thousand impressions.
Financial OTT (Desktop, Mobile & CTV) Cost Per Reach (Total Reach) The cost to reach 1,000 distinct households. Firstly, the total cost is calculated based on eCPM and impressions. After that, cost per reach is calculated based on total cost and the number of unduplicated households reached (i.e., Total Reach).
Financial OTT (Desktop, Mobile & CTV) Cost Per Unique (Unique Reach)

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.

Financial OTT (Desktop, Mobile & CTV) Data Lineage-Specific Terms

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. 

Financial OTT (Desktop, Mobile & CTV) All Impressions The total number of validated impressions delivered across CTV devices for the campaign. No filtering is applied from Ad Server data outside of fraudulent traffic (GIVT).
Financial OTT (Desktop, Mobile & CTV) Projected Reach (Estimate) This metric is calculated as All Impressions divided by Projected Frequency. This is an estimate of what the reach may have been without impression filtering.
Financial OTT (Desktop, Mobile & CTV) Eligible Reach Percentage (%) The percentage of reach that can be deterministically connected to a distinct household.
Financial OTT (Desktop, Mobile & CTV) Projected Frequency This metric is the same as Eligible Frequency and is used to estimate Projected Reach before impression filtering.
Financial OTT (Desktop, Mobile & CTV) Eligible Impressions This is the number of filtered impressions after high-volume traffic IDs have been removed. These impressions have been associated with a household and are used as the baseline for all insights on subsequent tabs.
Financial OTT (Desktop, Mobile & CTV) Eligible Reach

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.

Financial OTT (Desktop, Mobile & CTV) Eligible Frequency The number of times a household was exposed across the campaign, calculated as Eligible Impressions divided by Eligible Reach.
Metric OTT (Desktop, Mobile & CTV) Share of Impressions

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.

Measurement OTT (Desktop, Mobile & CTV) Reach Proportion

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.

Measurement OTT (Desktop, Mobile & CTV) Average Frequency The average number of OTT impressions each household exposed to OTT-only is served.
Measurement OTT (Desktop, Mobile & CTV) Unique Reach % of HHs reached by OTT who were served OTT impressions only (no Linear).
Metric Linear Share of Impressions

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.

Measurement Linear Reach Proportion

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.

Measurement Linear Average Frequency Average number of Linear impressions each household exposed to Linear only is served.
Measurement Linear Unique Reach % of HHs reach by Linear who were served Linear impressions only (no OTT).
Overlap Linear Share of Impressions

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.

Overlap Linear Reach Proportion

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.

Overlap Linear Average Frequency Average number of impressions each household exposed to both Linear and OTT is served.
Overlap Linear Unique Reach N/A
Delivery Linear Total 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.

Delivery Linear HHs Reached The total number of unique households to which at least one impression has been served.
Delivery Linear Impressions per HH The number of times, on average, a unique household has been served an impression.
Delivery Linear Airings The number of times an ad has been aired.
Delivery Linear Frequency and Reach Across Households

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.

Data is derived from the event log.
Measurement Linear % of total households reached Frequency distribution (% of households exposed once, twice, etc.).
Measurement Linear Visitors per 1,000 households The number of HHs visiting the site out of the total number of HHs exposed once, twice, etc., expressed as a rate per 1000.
Measurement Linear Effective Frequency Range If adding an extra exposure significantly increases the visitor rate, the line is solid. If not, the line flattens out and becomes dotted. The green shaded area matches the interval the line is solid.
Measurement Linear Cumulative Impression Delivery Over Time

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.

Delivery Linear Households Reached The cumulative sum of households exposed to at least one impression.
Delivery Linear Average Impressions per household Cumulative average frequency.
Audience Linear Impressions Split by Geography

Number of impressions served to each DMA.

Impressions are split by DMA using Maxmind IP geolocation.

Audience Linear Average Frequency Split by Geography Average number of impressions served to a household in each DMA.
Audience Linear Households Split by Geography The number of ‘households’ served at least one impression (estimated from unique IP addresses).
Audience Linear Impressions

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.

Straightforward sum of impressions by publisher.
Audience Linear Reach The number of households who were exposed to at least one impression from the publisher in question (the households counted here may also have been exposed to another publisher).
Audience Linear Average Frequency The average number of impressions from a specified publisher that each household was exposed to.
Audience Linear CPM Cost per 1000 impressions for each publisher.
Audience Linear Unique Impressions

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.

Audience Linear Unique Reach The number of households who were exposed to the publisher in question and no other publisher.
Audience Linear Unique CPM

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

Audience Linear Unique Reach % The percentage of households who were exposed to impressions from only one publisher.
Outcomes OTT (Desktop, Mobile & CTV) Responses from OTT Most OTT attribution is based on view-throughs - sessions occurring in the seven days following an impression (or whatever the attribution window is).
Outcomes OTT (Desktop, Mobile & CTV) Cost per Response from OTT The cost of each response (view-throughs), based on the total cost of the advertising and the total number of responses.
Outcomes OTT (Desktop, Mobile & CTV) Response Percentage Number of responses (view-throughs) as a percentage of the number of impressions served.
Outcomes OTT (Desktop, Mobile & CTV) OTT Responses Over Time

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.

Outcomes OTT (Desktop, Mobile & CTV) Response Split by Geography The number of view-throughs broken down by DMA based on the geolocation of the IP address.
Outcomes OTT (Desktop, Mobile & CTV) Response Rate Split by Geography The number of view-throughs in each DMA as a percentage of the number of impressions served in each DMA.
Outcomes OTT (Desktop, Mobile & CTV) Same-day and Longer-Term Response by Publisher Number of view-throughs broken down by publisher. The blue bar represents the percentage of view-throughs on that day linked to an impression served that day, and the teal bar represents the percentage of view-throughs on that day linked to an impression served prior to that day.
Outcomes OTT (Desktop, Mobile & CTV) Same-day and Longer-Term Response by Creative As above, but by creative.
Outcomes OTT (Desktop, Mobile & CTV) Same-day and Longer-Term Response by Day of the Week As above, but by day of the week.
Outcomes OTT (Desktop, Mobile & CTV) Same-day and Longer-Term Response by Daypart As above, but by daypart.
Outcomes OTT (Desktop, Mobile & CTV) Same-day and Longer-Term Response by Publisher The number of view-throughs broken down by publisher. The blue bar represents the number of view-throughs on that day linked to an impression served that day, and the teal bar represents the number of view-throughs on that day linked to an impression served prior to that day.
Outcomes OTT (Desktop, Mobile & CTV) Same-day and Longer-Term Response by Creative As above, but by creative.
Outcomes OTT (Desktop, Mobile & CTV) Same-day and Longer-Term Response by Day of the Week As above, but by creative.
Outcomes OTT (Desktop, Mobile & CTV) Same-day and Longer-Term Response by Daypart As above, but by creative.
Outcomes OTT (Desktop, Mobile & CTV) Responses from DDL Attributed response for DDL will be calculated using control groups by default.
Outcomes OTT (Desktop, Mobile & CTV) Cost per Response from DDL The cost of each attributed response based on the total cost of the advertising and the total number of responses.
Outcomes OTT (Desktop, Mobile & CTV) Response Percentage The number of attributed responses as a percentage of the number of impressions served.
Outcomes OTT (Desktop, Mobile & CTV) DDL Responses Over Time

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.

A single session could be split between the blue and teal bars if the household was exposed to both impressions on that day and prior to that day.
Outcomes Linear Outcomes by media dimension - DDL

The same definitions as OTT, other than:

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

DDL has three time categories - immediate response, same-day response, and longer-term response. Immediate response matches the window the spike model is set up to measure, and same-day is anything on that same day but outside the immediate response window.
Response Reports   Visitdatetime The timestamp of the first tracked site page visit after the TV media exposure.
Response Reports   Actiondatetime The timestamp of the tracked online outcome.
Response Reports   Actionsessionprobability When attributing actions they inherit the probability of the session in which they occur.
Response Reports   Actionprobability Attributed weighting of the TV exposure in driving the conversion.
Response Reports   usersessionID A unique Innovid ID for each user’s engagement on the website. Session expires after 30 minutes.
Response Reports   ActionID A client-specific ID for the action/outcome/conversion. Option field for the client to pass us their ID.
Response Reports   Action What the action is, typically a conversion.
Response Reports   Totalactionrevenue Total sales revenue for the conversion, passed to Innovid by the client.
Response Reports   Attributedrevenue Weighted sales revenue of the attributed impact of that TV exposure.
Response Reports   Spottime The timestamp of the TV exposure.
Response Reports   Network The network on which the TV exposure ran.
Response Reports   Region1 Region of the TV exposure – for OTT/CTV, this is always noted as National.
Response Reports   Creative The name of the creative.
Response Reports   Origin This field refers to the modeling methodology (impression-based or probabilistic).
Response Reports   Tv2mediatype  Similar to Origin, it refers to the modeling type. This column is populated by InnovidXP.
Response Reports   Medium

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.

Response Reports   Referrer The referring channel from which the consumer came when visiting the brand site.
Response Reports   Region2 Region of the action/conversion.
Response Reports   AdspotID InnovidXP internally generated ID that is assigned to every spot.
Response Reports   Audience

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).

Response Reports   Cost Media cost shared by the client.
Response Reports   Length Duration of TV spot.
Response Reports   Program Program on which the TV spot aired.

 

 

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