Bid Performance Report

Last updated on May 3, 2018

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. See How long does OpenX retain report data? to understand what data is available for this 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.

Attributes

You can select one or more of the following attributes to appear as columns within your report. You must select at least one attribute.

Inventory

Metric Description
Publisher Name

Name of the publisherAn account type that represents a business with ad space to sell. account.

Publisher ID

OpenX ID for the publisher.

Site Name

Name of the site.

Site ID

OpenX ID for the site.

Ad Unit

Name of the ad unitThe smallest inventory component that represents the space on a site where ads display..

Ad Unit ID

OpenX ID for the ad unit.

Ad Unit Size

Size of the ad unit.

Delivery MediumThe manner in which an end-user is exposed to ad inventory, such as web or mobile.

Type of inventory or the manner in which a user is exposed to it (for example: web, mobile, email, linear videoAn ad or ad unit that displays in sequence with video content in a video player. Sequencing may be pre-roll, mid-roll, or post-roll. Can be accompanied by a companion ad. An example is a video ad that plays before a video starts, though static images may also serve., or non-linear videoAn ad or ad unit that displays on top of video content in a video player. Can be accompanied by a companion ad. An example is a banner that displays at the bottom of the video player while video content plays.).

Presentation Format

Subcategory of linear video.

Possible values include:

Presentation Subformat

Subcategory of Presentation Format.

For In-stream inventory, the following are possible values include:

For Out-stream inventory, the following are possible values include:

  • In-board
  • In-read

Demand

Attribute Description
Demand Partner

Name of 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

Buyer that is represented by the Exchange entity or DSP (Demand Partner)

Advertiser Name

Advertiser that is represented by the Buyer and owner of the brandA name that represents the product or service being advertised, such as Tide. being advertised. If there is no Advertiser name available, this field may indicate the brand domain.

Domain

Domain where the inventory is running (e.g. CNN.com).

Deals

Attribute Description
Deal Name

Name of the deal.

Deal ID

External ID for a deal which is assigned by the user.

Deal Type

Type of package offering selected when creating a deal.

Deal 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.

Number between one and ten that indicates which deal takes precedence when multiple deals are eligible to serve for an ad requestCommunication from a web browser or app to an ad server to display an ad..

Deal FloorThe minimum price a publisher is willing to accept for a given impression.

Price set for the deal.

Deal Source

Party that sources the deal.

Account Executive

Name of the Account Executive if questions exist about the deal.

Account Manager

Name of the Account Manager if questions exist about the deal.

Package Name

Name of the package.

Package ID

OpenX ID of the package.

User

Attribute Description
Country

Country of the end-user viewing the inventory.

Device Category

Type of electronic device on which the 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. is being displayed.

Possible values are:

  • connected device
  • connected tv
  • desktop
  • mobile/tablet
  • phone
  • set-top-box
  • tablet
  • text

Note: "Phone" refers to a smartphone. "Text" refers to any other feature phone or an unknown device.

Time

Attribute Description
Month

Data summarized by month.

Week

Data summarized by week.

Date

Data summarized by date.

Hour

Data summarized by hour.

Currency

Attribute Description
Publisher Currency

Currency of the publisher's revenue. In a network where multiple currencies are supported, this allows you to see the currency of the revenue for different publishers.

Metrics

You can select one or more of the following metrics to appear as columns within your report. You must select at least one metric.

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 impression 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 priority, 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

Total number of impressions delivered, excluding PSA, house, and companion ads for the selected date range.

 

Revenue

Revenue for the account (gross minus OpenX market fees).

CPM

Revenue per thousand impressions.

Gross Revenue (Programmatic Direct only)

Gross PMPPrivate marketplace, the packaging, offering, and selling of high quality inventory to a limited set of buyers. revenue before OpenX PMP fees are deducted.

Gross CPM (Programmatic Direct only)

Gross PMP revenue per thousand impressions.

External 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 DSP 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 publisher and demand for specific inventory

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