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.
Evaluate the bidding on your inventory. This report can help you see different bid rates on different types of content. Are you seeing the activity you are expecting for different areas of your inventory, such as different sites or siteAn OpenX component that represents top-level domains or sub-domains and is used to organize ad units. Sites enable you to target and report on inventory performance. sections? Is there anything in the bid performance for that inventory that you could investigate, such as a difference between the bid CPMCost per mille, a pricing method which calculates cost based on the number of impressions (per 1000). and the win CPM?
View activity based on demand source and see breakdowns at different levels of demand (for example, by demand partnerA company which purchases ad inventory on OpenX Ad Exchange., buyerA company that pays a demand partner to purchase ad inventory on OpenX Ad Exchange., advertiserIn OpenX, an account type that represents a business that runs advertising campaigns to display ads on websites., or deal).
Gain insights that can help you see missed opportunities with potential demand. See which demand sources are bidding but not winning. For example, you may see that an advertiser's bid rate is 80% but their win rate is only 20%.
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.
|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.
|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 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.