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/SSP 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)
Brand safe Ad spend or impressions determined to be brand safe as determined by the Ad Verification tool.
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/SSP 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/SSP 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 exchange/SSPs) 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 works with publisher directly Ad spend or impressions where the exchange/SSP 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/SSP 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/SSP have disclosed the media cost and clearing price records match
Gross Working Spend The total amount that was paid to the publisher.
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.
Matched by ad server, Ad Verification tool, and DSP Ad spend or impressions that were recorded by all of the following systems: ad server, Ad Verification tool, and DSP
Matched by ad server, Ad Verification tool, DSP, and Exchange Ad spend or impressions that were recorded by all of the following systems: ad server, Ad Verification tool, DSP, and exchange
Matched by Ad Verification tool and DSP Ad spend or impressions that have been recorded by both the Ad Verification tool and DSP.
Matched publisher domain Ad spend or impressions where the ad server, Ad Verification tool, DSP (and exchange/SSP 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.
Monitored Ad spend or impressions where the DoubleVerify monitoring services were applied, were not blocked and had no violations from DoubleVerify. (DoubleVerify only)
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.
Non-Blocked Requests Ad spend or impressions where the requests were not blocked because they met the blocking criteria for the DoubleVerify Digital IQ campaign. (DoubleVerify only)
Non-IVT Ad Spend or impression is determined to be delivered to a person as determined by the Ad Verification tool.
Qualified Qualified impressions are impressions that meet a set of requirements to measure ad effectiveness. TAG TrustNet enables members to define their own requirements and to evaluate data reconciled across the supply chain against them. TAG TrustNet recommends defining qualified impression requirements based on ad quality, supply chain transparency and data consistency metrics. In TAG TrustNet the default definition for a qualified impression is that it must be matched with data from all available buy-side platforms (including DSP, ad server and Ad Verification tool), is measurable, brand safe, non-IVT (according to the Ad Verification tool), and the domains that are reported by the Ad Verification tool and DSP are the same.
Qualified Viewable Ad spend or impressions that are both qualified (see Qualified above) AND viewable.
Sellers.json implemented Ad spend or impressions where the exchange or SSP has a sellers.json file.
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 The TAG TrustNet 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.
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 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.