SFP Metrics & Definitions

Bids: The number of bids from a specific DSP over a designated period of time

Clicks: The number of times an ad unit is clicked. A "click" will trigger an action that corresponds to the creative type:

• Clickout: outbound navigation to clickout URL
• Video: expansion of video card
• Content Card: expansion of content card
• "Learn More": any clicks on the optional footer button within a Video & Content Card experience

CPC: Cost-per-click; the amount earned by the publisher per user click

CTR: Click-through rate; = (clicks/impressions)

Custom Shares: Number of times a user clicked on the custom CTA button in the lower right hand corner of a content card

Earnings: The overall amount of money earned by the publisher; this is estimated and finalized by our finance team at the end of each month

eCPM: Effective CPM; = (earnings * 1000)/impression requests

Email Shares: Number of times a user shared the content url by email by clicking on the email button in the lower left hand corner of a content card

Engagements: Synonymous with "Clicks" (see above)

Earnings: Estimated earnings generated by the campaign, which is calculated based on the CPM or vCPM rate entered during the time of campaign set up and the number of impressions or viewable impressions delivered

 
Facebook Shares: Number of times a user shared the content url on Facebook by clicking on the Facebook button in the lower left hand corner of a content card

Fill Rate: = (impressions/impression requests*100)

Floor Price: The lowest bid a publisher is willing to accept for a certain placement

HB Bidders: Header bidders within a publisher's unified auction set-up

Impression Requests: The number of times a publisher requests an ad impression

Median Time in View: Number of seconds that a content card was open and in view

Plays: Number of times a user clicked play on a video (silent instant play or click to play)

Rendered Impressions: The number of impressions where a creative was rendered; this is the IAB's new methodology for counting filled impressions

Served Impressions: The number of times an impression was sent to the publisher ad server following an impression request

Spend: Amount spent for a specific campaign over a certain period of time

vCTR: Viewable click through rate (clicks/viewable impressions)

vEngagement Rate: Viewable engagement rate; = (engagements/viewable impressions)

Video Views (3+ secs): Number of times a silent instant play video ad  or the video in a video card was in-view and playing for 3 continuous seconds or longer

Video Views (10+ secs): Number of times a silent instant play video ad or the video in a video card was in-view and playing for 10 continuous seconds or longer

Viewability Rate: = (viewable impressions/impressions)

Viewable Impressions: A downloaded impression that is at least 50% in-view for 2 consecutive seconds

Win Rate: The percentage of times in which a bidder won an auction; = (winning bids/total bids)

Wins: The number of times a bidder won an auction

25% Content Completion: Number of times a silent instant play video ad or the video in a video card was in-view and playing for 25% of the video’s duration

50% Content Completion: Number of times a silent instant play video ad or the video in a video card was in-view and playing for 50% of the video’s duration

75% Content Completion: Number of times a silent instant play video ad or the video in a video card was in-view and playing for 75% of the video’s duration

95% Content Completion: Number of times a silent instant play video ad or the video in a video card was in-view and playing for 95% of the video’s duration