Introduction
Metrics are critical to understanding the performance of your AdExchange platform. They help advertisers and publishers measure success, optimize campaigns, and identify areas for improvement. In this guide, we’ll break down the key metrics you should focus on to maximize the impact of your ads and inventory.
| Field Name | Description |
| event_time | The timestamp of the event when the ad request or response was recorded. |
| bundle_domain | The domain or package name of the mobile app where the ad is being requested. |
| device_type | The type of device from which the ad request originates, such as mobile, tablet, or desktop. |
| device_os | The operating system running on the device making the ad request (e.g., Android, iOS). |
| geo_country | The country from which the ad request is made, typically determined via IP geolocation. |
| device_env | The environment from which the ad is requested, such as in-app or mobile web. |
| supply_bidfloor | The minimum bid floor price set by the SSP for the ad auction. |
| format | The ad format being requested, such as banner, video, or native ads. |
| tmax | The maximum allowable time for the ad auction to complete (in milliseconds). |
| size | The dimensions of the ad creative being requested, usually in pixels (width x height). |
| rewarded_video | Indicates whether the ad request is for a rewarded video format, where the user gets a reward after watching. |
| publisher_id | The unique identifier for the publisher sending the ad request. |
| ssp_endpoint_id | The unique identifier for the SSP endpoint where the ad request is being sent. |
| dsp_endpoint_id | The unique identifier for the DSP endpoint receiving the ad request. |
| dsp_spend | The total amount spent by the DSP for the ad impressions generated. |
| ssp_spend | The total amount paid to the SSP for serving the ad impressions. |
| price | The price or CPM bid made by the DSP in response to an ad request. |
| crid | Creative ID associated with the ad creative delivered in the response. |
| cid | Campaign ID associated with the ad being served by the DSP. |
| pmp_flag | Indicates whether the auction is part of a Private Marketplace (PMP) deal. |
| auction_type | The type of auction being conducted (e.g., first-price, second-price). |
| deal_id | The ID associated with a PMP deal, if applicable. |
| deal_bidfloor | The minimum bid price for a PMP deal. |
| interstitial | Indicates whether the ad is an interstitial (full-screen) ad. |
| device_model | The model of the device making the ad request. |
| device_osv | The version of the operating system running on the device. |
| device_make | The manufacturer of the device making the ad request. |
| device_isp | The internet service provider (ISP) used by the device. |
| demand_bidfloor | The minimum bid price set by the DSP for buying ad impressions. |
| device_connection | The type of connection used by the device (e.g., 4G, 5G, Wi-Fi). |
| city | The city from which the ad request originated, based on geolocation. |
| region | The region (state or province) from which the ad request originated. |
| app_name | The name of the app from which the ad request was generated. |
| repack_crid | A repackaged creative ID that can be mapped to multiple DSPs or SSPs. |
| server | The ad server through which the ad request is routed. |
| our_publisher_id | An internal identifier for the publisher within the AdExchange platform. |
| our_tmax | The maximum allowable time for the ad auction from the AdExchange perspective. |
Key Metrics
| Metric | |
| AdRequest – Supply | The total number of ad requests sent from the supply side (SSP) to the AdExchange. |
| BidRequest to DSP | The total number of ad requests forwarded to the DSP for bidding. |
| Fill Rate – Efficiency | The efficiency of filling ad requests, calculated as the percentage of DSP responses over the total ad requests. |
| Fill Rate – Standard | The standard fill rate, calculated as the percentage of impressions served over the total ad requests. |
| Win Rate | The percentage of winning bids from DSPs over the total bid requests. |
| Success Rate | The percentage of successful ad request matches over the total requests sent to DSP. |
| Avg Bidfloor – Supply | The average minimum bid price set by the SSP for the ad auction. |
| Avg Bidfloor – Demand | The average minimum bid price set by the DSP for buying ad impressions. |
| Avg Bid Price | The average bid price offered by the DSP in response to supply requests. |
| Bid Response Rate | The percentage of bid responses received from DSPs over the total bid requests sent. |
| Timeout Rate | The percentage of bid requests that resulted in a timeout (i.e., no response within the specified time). |
| Revenue Per Mille (RPM) | The revenue generated per 1,000 impressions served. |
Conclusion
Understanding and leveraging these key performance metrics is crucial for optimizing your campaigns and ensuring you’re making the most out of your AdExchange platform. By focusing on metrics like Fill Rate, Win Rate, and RPM, you can make data-driven decisions that improve efficiency, competitiveness, and overall revenue generation.
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