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Bid Performance Report

Last updated on June 2, 2017

The Bid Performance Report gives you insights into bid activity based on inventoryAd space available on a website or app. The basic unit of inventory for OpenX is an ad unit., demand, and Private Marketplace deal information. These details help you evaluate both Ad Exchange and Private Marketplace performance.

You can:

To run a Bid Performance Report, navigate to Reports > My Reports > Create Report > Bid Performance Report.

Configure a Bid Performance Report to show as many or as few columns of information as needed. Listed below are the metrics you can include.

Note: This report has a row limit of 275,000. If you are running this report for an extended date range, not all data for the date range may appear in the report. Consider running one-day reports to capture all data.

Metrics

Metric Description
Bid Requests Number of bid requests sent to the demand partner.
Opportunities Number of eligible bid opportunities sent to the demand partner. An opportunity is counted each time the buyer has a chance to win an impressionA single display of an ad on a web page, mobile app, or other delivery medium. For deals, impression is a metric to relay the total number of ads that have served. See also billable impression, forecasted impressions. through either a Private Marketplace deal or through the Ad Exchange open auction. For example, if the buyer was eligible for two deals of different priorityIndicates which deal or line item should take precedence in the case that multiple deals or line items are eligible to serve for a given ad request., and had the opportunity to bid in both deals because the first deal did not fill the impression, these would be counted as two opportunities. On the other hand, if the buyer wins the impression from the first deal by meeting the deal criteria, then the second deal does not count as an opportunity.
Eligibility Rate = (Opportunities/Bid Requests).
Bids Number of positive bids.
Bid Rate = (Bids/Bid Requests).
Win Rate = (Impressions/Opportunities).
Bid Fill Rate = (Impressions/Bid Requests).
Bid CPM = (Sum of bid amounts for all bids/Bids) x 1000. Average bid for this date range. Includes both winning and losing bids.
Win CPM = (Sum of bid amounts for all winning bids/Impressions) x 1000. The average winning bid for this date range.
Impressions The total number of impressions delivered, excluding PSA, house, and companion ads for the selected date range.
Revenue The total revenue received for this date range.
CPM Revenue per thousand impressions.

ViewabilityOpenX uses the Media Ratings Council (MRC) definition unless otherwise noted. According to the MRC, display ads are considered viewable if 50% of their pixels are in view for a minimum of one second, two seconds for video. This applies to both desktop and mobile environments. However, in some situations, you may be able to set your own definition. %

The viewability rate of the selected inventory. Viewability is calculated based on a sampling of your data.

External Data

Metric Description
Viewability % The viewability rate of the selected inventory. Viewability is calculated based on a sampling of your data.

Demand attributes in Bid Performance reporting

Below are the demand fields that you can include as attributes in a Bid Performance Report, to help you see bid performance broken down at different levels of demand.

Demand

Attribute Description
Demand Partner The entity or DSPDemand-side platform, a platform or provider that allows advertisers to manage multiple ad exchange and data exchange accounts through one interface, often in real time. that submits bids in the OpenX Ad Exchange
Buyer Name The Buyer that is represented by the Exchange entity or DSP (Demand Partner)
Advertiser The Advertiser that is represented by the Buyer and owner of the brand being advertised. If there is no Advertiser name available, this field may indicate the brand domain.
Deal Name The Private MarketplaceThe packaging, offering, and selling of high quality inventory to a limited set of buyers. Abbreviated as PMP. deal that is created between publisherAn account type that represents a business with ad space to sell. and demand for specific inventory

Device Category reporting

The Bid Performance Report has been updated with Device Category (new field) and breakout of Video Ads in existing Delivery MediumThe manner in which an end-user is exposed to ad inventory, such as web or mobile. to provide more insight into revenue and performance for this specific types of inventory. With this updated report, you can better analyze both your Direct and Exchange business.

In Device Category reporting, "phone" is smart phone, and "text" is any other feature phone or an unknown device.

This topic applies to Ad Exchange. This topic applies to Programmatic Direct.

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