Glossary
This document provides definitions for all the terms and metrics used in the TAG TrustNet Node Manager and documentation.
| Metric | Description |
|---|---|
| Ad Effectiveness | A measurement of how successfully ads are being purchased that meet the goals of a campaign. The goals may include target audience, brand safety, fraud, and other criteria. |
| Ad Spend | The total amount of money spent to purchase impressions programmatically, which includes both delivery costs and media spend. |
| Ad Spend Productivity | A measurement of buying ads using the least amount of ad spend to meet the goals of a campaign. This measure combines both ad effectiveness and cost efficiency |
| Ad Spend received by Publisher | The percent of the ad spend that is received by the publisher. |
| Ads.txt implemented | Ad spend or impressions where the publisher has an ads.txt or app-ads.txt file. Note: TAG TrustNet crawls the web itself to collect ads.txt data for all domains that appear in customer reports. New domains should be correctly identified in about one business day. For more information about this please see ads.txt in the General Information section. |
| Ads.txt matches exchange log file | The sellers ID (and seller type if available) in the exchange log file matches what is in the publishers ads.txt or app-ads.txt file. |
| Allowed | Ad spend or impressions meeting the blocking criteria for the DoubleVerify Digital IQ campaign and with no violations (blocks for inappropriate content, IVT, or App/Site/Language. (DoubleVerify only) |
| Blocked | Ad spend or impressions where the requests were blocked because they met the blocking criteria for the campaign (which is configured in the Ad Verification platform) |
| Brand safe | Ad spend or impressions determined to be brand safe as determined by the Ad Verification tool. When calculating the % of impressions that are brand safe, the impressions that are not matched between the DSP and Ad Verification systems are considered non-brand safe. |
| Brand safe and Non-IVT | Ad spend or impressions determined to be both brand safe and non-IVT as determined by the Ad Verification tool. |
| Consistency of ads.txt, sellers.json, and log-level data | The seller ID from the exchange log file matches the seller ID (also called the Publisher’s Account ID) in the publishers ads.txt or app-ads.txt file AND the seller ID in the sellers.json file |
| Cost difference between DSP and Exchange | The DSP media costs minus the exchange recorded winning price. |
| Cost Efficiency | A measurement of how successfully ads are being purchased using the least amount of the ad spend. |
| Delivery Costs | The amount of ad spend paid for impressions that includes everything except the payment to the publisher. Delivery costs typically includes platform fees paid to intermediaries (including ad servers, DSPs and Exchanges) and data. |
| DSP Data | The cost that the DSP charges for using data on its platform. |
| DSP Media Cost | This is the cost that the DSP paid to purchase the impression from the Exchange, as reported by the DSP. |
| DSP Other | This includes any fees that the DSP may charge outside of platform, data, or media. |
| DSP Platform | The fee that the DSP charges for using its platform. |
| Exchange fee | The total of the fees charged by the exchanges or SSPs. |
| Exchange works with publisher directly | Ad spend or impressions where the exchange works with the publisher directly based on its log file records and sellers.json data, along with the publishers ads.txt or app-ads.txt file |
| Financial data provided by DSP and Exchange | Ad spend or impressions where the DSP and Exchange have disclosed the media cost |
| Financial data provided by DSP and Exchange with matching impression costs | Ad spend or impressions where the DSP and Exchange have disclosed the media cost and clearing price records match |
| Gross Working Spend | The total amount that was paid to the seller. |
| IVT | Invalid Traffic (IVT) means that the ad spend or impression has NOT been delivered to a person as determined by the Ad Verification tool. When calculating the % of impressions that are IVT, the impressions that are not matched between the DSP and Ad Verification systems are considered IVT. |
| Live Compliance | Performing compliance checks based on impression log-level data in near real-time of a supply chain to industry regulations, standards, and certifications. |
| Live Reconciliation | Harmonizing, matching, and recording impression delivery log records across a supply chain in near real-time. |
| Log level data | Impression-level log files that can be collected from each the different platforms involved in delivering an impression, including the ad server, ad verification, DSP, SSP, and publisher. These files are the most granular level of data that can be collected for the record of an impression delivery and include a great deal of detail about the impression. For example, in the DSP log files the following information is typically included for each impression: the time/date that the ad was purchased from the exchange, the site or app that the ad is expected to be delivered on, the price paid to the exchange for the ad, the city/state/country of the person who saw the ad, how much the DSP fee was, a unique impression identifier–and MUCH more. |
| Matched with Ad Verification tool and DSP | Ad spend or impressions that have been recorded by both the Ad Verification tool and DSP. |
| Matched with Ad Verification tool, DSP, and Exchange | Ad spend or impressions that have been recorded by all of the following platforms: the Ad Verification tool, DSP and exchange. |
| Matched with Exchange and DSP | Ad spend or impressions that were recorded by both the exchange and DSP |
| Matched publisher domain | Ad spend or impressions where the ad server, Ad Verification tool, DSP (and exchange data if available) all recorded the same domain. |
| Matched timestamps | Ad spend or impressions that had timestamps recorded within 1 minute for the ad server, Ad Verification tool, and DSP. |
| Measurable | Ad spend or impressions were able to be measured for viewability as determined by the Ad Verification tool. |
| Media Cost Delta | This is the difference between the DSP media cost and the exchange cost (if there is a difference) |
| Media Spend | The amount of ad spend that goes to the publisher. |
| MFA | Made for Advertising (MFA) sites are those that deliver impressions on user-hostile advertising sites. Some of the main characteristics of these sites are a highly paid inbound traffic mix, high density and frequency of advertisements, and click bait content, often syndicated across an entire family of MFA sites |
| Monitored | Ad spend or impressions where the DoubleVerify monitoring services were applied, were not blocked and had no violations from DoubleVerify. (DoubleVerify only) |
| MyTrueAdSpend | Similar to TrueAdSpend (see TrueAdSpend below). However in this case the criteria for determining a TrueImpression is customized to meet the needs for a specific advertiser. |
| MyTrueCPM | Similar to TrueCPM (see TrueCPM below). However in this case the criteria for determining a TrueImpression is customized to meet the needs for a specific advertiser. |
| MyTrueImpression | Similar to TrueImpression (see TrueImpression below). However in this case the criteria for determining a TrueImpression is customized to meet the needs for a specific advertiser. |
| Node Manager | The TAG TrustNet product that members log into to configure their node, manage users, manage data and access the Supply Chain monitor or other network functionalities. |
| OMP | An open marketplace (OMP) is inventory that a seller (SSP, ad network, or publisher) makes available to all advertisers or buyers who have access to an exchange, without price restrictions (with the possible exception of general pricing floors). There is no pre-agreed relationship between either party. For advertisers, the Open Marketplace provides access to the broadest audience in a cost-effective way. |
| PMP | Private marketplace (PMP) is inventory that a seller (SSP, ad network or publisher) makes available programmatically on an exchange to select advertisers or buyers. As compared to the Open Marketplace (OMP), with PMPs advertisers have a greater control over what audiences, publishers and placements their spend goes to and where their ads appear at a pre agreed price. In some cases, there is also preferential access to ad inventory. |
| Sellers.json implemented | Ad spend or impressions where the exchange or SSP has a sellers.json file. |
| Sellers revenue | The portion of the ad spend that is received by the seller, which could be a publisher, exchange, or ad network. |
| Supply Chain is TAG BSC | Ad spend or impressions where all supply chain participants are TAG Brand Safety Certified. |
| Supply Chain is TAG CAF | Ad spend or impressions where all supply chain participants are TAG Certified Against Fraud. |
| Supply Chain Report | A report for an agency or advertiser that uses a Sankey diagram to show data about the flow of inventory across programmatic participants, from the ad server to the publishers. |
| TrueAdSpend | AdSpend that is spent on impressions that meet the criteria for being a TrueImpression (see TrueImpression below). |
| TrueCPM | The cost paid per thousand TrueImpressions for total ad spend. This is calculated as follows: total ad spend divided by Trueimpressions * 1000 (see TrueImpression below). |
| TrueImpression | Impressions that meet a set of quality requirements. The default definition for a TrueImpression is that it must have been matched with data from the DSP and Ad Verification provider, and be non-IVT, measurable and viewable according to MRC standards. |
| Unduplicated impressions | Ad spend or impressions where the impressions were reported as unique by the DSP. |
| Unmatched with Ad Verification | The amount that was paid to the publisher that was not matched with the Ad Verification log files. |
| Viewable | Ad spend or impressions determined to be viewable as determined by the Ad Verification tool. When calculating the % of impressions that are viewable, the impressions that are not matched between the DSP and Ad Verification systems are considered non-viewable. |
| Viewable according to Ad Verification tool | Ad spend or impressions are determined to be viewable according to the Ad Verification tool being used. |
| Viewable according to DSP or Ad Server | Ad spend or impressions are determined to be viewable according to the DSP or Ad Server being used. If viewability data is available from both systems the DSP data will be used. |
| Viewable TrueAdSpend | Ad spend that is viewable and meets the criteria to be a TrueImpression (see TrueImpression above) |
| Viewable TrueCPM | The CPM of impressions that are both True (see TrueImpression above) AND viewable. |
| Viewable TrueImpressions | Impressions that are both True (see TrueImpression above) AND viewable. |