# Terminology Overview

# 40 Acronyms You Should Know

Acronyms can definitely simplify communication, but it can be challenging to remember what each one stands for. However, we've got you covered! Here are some common acronym examples along with their meanings, so you can stay in the loop too.

### General acronyms

<table border="1" id="bkmrk-%C2%A0-%C2%A0-%C2%A0-%C2%A0-%C2%A0-%C2%A0-%C2%A0-%C2%A0-%C2%A0-%C2%A0-" style="border-collapse: collapse; width: 100%; height: 493px"><tbody><tr style="height: 29px"><td data-sheets-value="{"1":2,"2":"KPI"}" style="width: 10.4938%; height: 29px">**KPI**</td><td data-sheets-value="{"1":2,"2":"Key Performance Indicator"}" style="width: 29.6296%">Key Performance Indicator</td><td data-sheets-value="{"1":2,"2":"Measurable metric used to evaluate the success and performance of a specific objective or goal in business or other areas."}" style="width: 86.1729%">A measurable metric used to evaluate the success and performance of a specific objective or goal in business or other areas.</td></tr><tr style="height: 29px"><td data-sheets-value="{"1":2,"2":"B2B"}" style="width: 10.4938%; height: 29px">**B2B**</td><td data-sheets-value="{"1":2,"2":"Business-to-Business"}" style="width: 29.6296%">Business-to-Business</td><td data-sheets-value="{"1":2,"2":"Referring to businesses that primarily sell products or services to other businesses."}" style="width: 86.1729%">Refers to businesses that primarily sell products or services to other businesses.</td></tr><tr style="height: 29px"><td data-sheets-value="{"1":2,"2":"TA"}" style="width: 10.4938%; height: 29px">**TA**</td><td data-sheets-value="{"1":2,"2":"Target Audience"}" style="width: 29.6296%">Target Audience</td><td data-sheets-value="{"1":2,"2":"A specific group of individuals or demographics that a product, service, or message is intended to reach and resonate with."}" style="width: 86.1729%">A specific group of individuals or demographics that a product, service, or message is intended to reach and resonate with.</td></tr><tr style="height: 29px"><td data-sheets-value="{"1":2,"2":"ISP"}" style="width: 10.4938%; height: 29px">**ISP**</td><td data-sheets-value="{"1":2,"2":"Internet Service Provider"}" style="width: 29.6296%">Internet Service Provider</td><td data-sheets-value="{"1":2,"2":"A company or organization that provides internet access and related services to individuals, businesses, and other entities."}" style="width: 86.1729%">A company or organization that provides internet access and related services to individuals, businesses, and other entities.</td></tr><tr style="height: 29px"><td data-sheets-value="{"1":2,"2":"SIM"}" style="width: 10.4938%; height: 29px">**SIM**</td><td data-sheets-value="{"1":2,"2":"Subscriber Identity Module"}" style="width: 29.6296%">Subscriber Identity Module</td><td data-sheets-value="{"1":2,"2":"\nA smart card that stores identification information that pinpoints a smartphone to a specific mobile network."}" style="width: 86.1729%">  
A smart card that stores identification information that pinpoints a smartphone to a specific mobile network.</td></tr><tr style="height: 29px"><td data-sheets-value="{"1":2,"2":"OS"}" style="width: 10.4938%; height: 29px">**OS**</td><td data-sheets-value="{"1":2,"2":"Operating System"}" style="width: 29.6296%">Operating System</td><td data-sheets-value="{"1":2,"2":"Software that manages computer hardware and software resources, provides a user interface, and facilitates the execution of programs on a computer or mobile device."}" style="width: 86.1729%">Software that manages computer hardware and software resources, provides a user interface, and facilitates the execution of programs on a computer or mobile device.</td></tr><tr style="height: 29px"><td data-sheets-value="{"1":2,"2":"API"}" style="width: 10.4938%; height: 29px">**API**</td><td data-sheets-value="{"1":2,"2":"Application Programming Interface"}" style="width: 29.6296%">Application Programming Interface</td><td data-sheets-value="{"1":2,"2":"A set of protocols, tools, and definitions that enable different software applications to communicate and interact with each other, allowing for the exchange of data and functionality."}" style="width: 86.1729%"><div><div>A set of protocols, tools, and definitions that enable different software applications to communicate and interact with each other, allowing for the exchange of data and functionality.</div></div></td></tr><tr style="height: 29px"><td data-sheets-value="{"1":2,"2":"SEC"}" style="width: 10.4938%; height: 29px">**SEC**</td><td data-sheets-value="{"1":2,"2":"Socio-economic class "}" style="width: 29.6296%">Socio-economic class</td><td data-sheets-value="{"1":2,"2":"Categorization of individuals based on their social and economic factors, such as income, data usage, device price, location tags, browsing data, user online behaviour, etc."}" style="width: 86.1729%">Categorization of individuals based on their social and economic factors, such as income, data usage, device price, location tags, browsing data, online user behavior, etc.</td></tr><tr style="height: 29px"><td data-sheets-value="{"1":2,"2":"RM"}" style="width: 10.4938%; height: 29px">**RM**</td><td data-sheets-value="{"1":2,"2":"Rich Media"}" style="width: 29.6296%">Rich Media</td><td data-sheets-value="{"1":2,"2":"Interactive and dynamic digital advertisements that incorporate multimedia elements such as videos, animations, and interactive features to engage and captivate the audience."}" style="width: 86.1729%"><div><div>Interactive and dynamic digital advertisements that incorporate multimedia elements such as videos, animations, and interactive features to engage and captivate the audience.</div></div></td></tr><tr style="height: 29px"><td data-sheets-value="{"1":2,"2":"MP"}" style="width: 10.4938%; height: 29px">**MP**</td><td data-sheets-value="{"1":2,"2":"Media plan"}" style="width: 29.6296%">Media Plan</td><td data-sheets-value="{"1":2,"2":"A strategic document that outlines the intended media channels, placements, and scheduling to reach the target audience and achieve advertising objectives effectively."}" style="width: 86.1729%">A strategic document that outlines the intended media channels, placements, and scheduling to reach the target audience and achieve advertising objectives effectively.</td></tr><tr style="height: 29px"><td data-sheets-value="{"1":2,"2":"WL"}" style="width: 10.4938%; height: 29px">**WL**</td><td data-sheets-value="{"1":2,"2":"White List"}" style="width: 29.6296%">White List</td><td data-sheets-value="{"1":2,"2":"A curated list of approved websites, publishers, or content platforms that meet certain criteria and are considered safe and suitable for ad placements."}" style="width: 86.1729%">A curated list of approved websites, publishers, or content platforms that meet certain criteria and are considered safe and suitable for ad placements.</td></tr><tr style="height: 29px"><td data-sheets-value="{"1":2,"2":"BL"}" style="width: 10.4938%; height: 29px">**BL**</td><td data-sheets-value="{"1":2,"2":"Black List"}" style="width: 29.6296%">Black List</td><td data-sheets-value="{"1":2,"2":"A list of websites, publishers, or content platforms that are deemed unsuitable or undesirable for ad placements due to factors such as inappropriate content, or low quality."}" style="width: 86.1729%">A list of websites, publishers, or content platforms deemed unsuitable or undesirable for ad placements due to inappropriate content or low quality.</td></tr><tr style="height: 29px"><td data-sheets-value="{"1":2,"2":"BLS"}" style="width: 10.4938%; height: 29px">**BLS**</td><td data-sheets-value="{"1":2,"2":"Brand Lift Study"}" style="width: 29.6296%">Brand Lift Study</td><td data-sheets-value="{"1":2,"2":"A research method that measures the impact and effectiveness of an advertising campaign by assessing changes in consumer perception, brand awareness, purchase intent, and other key metrics."}" style="width: 86.1729%"><div><div>A research method that measures the impact and effectiveness of an advertising campaign by assessing changes in consumer perception, brand awareness, purchase intent, and other key metrics.</div></div></td></tr><tr style="height: 29px"><td data-sheets-value="{"1":2,"2":"CTA "}" style="width: 10.4938%; height: 29px">**CTA**</td><td data-sheets-value="{"1":2,"2":"Call to Action"}" style="width: 29.6296%">Call to Action</td><td data-sheets-value="{"1":2,"2":"A prompt or instruction that encourages the audience to take a specific action, such as clicking a link, making a purchase, or signing up for a newsletter."}" style="width: 86.1729%">A prompt or instruction that encourages the audience to take a specific action, such as clicking a link, making a purchase, or signing up for a newsletter.</td></tr><tr style="height: 29px"><td data-sheets-value="{"1":2,"2":"USP"}" style="width: 10.4938%; height: 29px">**USP**</td><td data-sheets-value="{"1":2,"2":"Unique Selling Proposition"}" style="width: 29.6296%">Unique Selling Proposition</td><td data-sheets-value="{"1":2,"2":"A distinctive feature or benefit of a product or service that sets it apart from competitors."}" style="width: 86.1729%">A distinctive feature or benefit of a product or service that sets it apart from competitors.</td></tr><tr style="height: 29px"><td data-sheets-value="{"1":2,"2":"B2C "}" style="width: 10.4938%; height: 29px">**B2C**</td><td data-sheets-value="{"1":2,"2":"Business-to-Consumer"}" style="width: 29.6296%">Business-to-Consumer</td><td data-sheets-value="{"1":2,"2":"Referring to businesses that primarily sell products or services directly to consumers."}" style="width: 86.1729%">Refers to businesses that sell products or services directly to consumers.</td></tr><tr style="height: 29px"><td data-sheets-value="{"1":2,"2":"GDPR"}" style="width: 10.4938%; height: 29px">**GDPR**</td><td data-sheets-value="{"1":2,"2":"General Data Protection Regulation"}" style="width: 29.6296%">General Data Protection Regulation</td><td data-sheets-value="{"1":2,"2":"A regulation that governs data protection and privacy for individuals within the European Union (EU) and the European Economic Area (EEA)."}" style="width: 86.1729%">A regulation that governs data protection and privacy for individuals within the European Union (EU) and the European Economic Area (EEA).</td></tr></tbody></table>

### Advertising acronyms

<table border="1" id="bkmrk-cpm-cost-per-mille-%28" style="border-collapse: collapse; width: 100%; height: 834.167px"><tbody><tr style="height: 46.3426px"><td data-sheets-value="{"1":2,"2":"CPM"}" style="width: 8.27157%; height: 46.3426px">**CPM**</td><td data-sheets-value="{"1":2,"2":"Cost Per Mille (thousand)"}" style="width: 23.7037%; height: 46.3426px">Cost Per Mille (thousand)</td><td data-sheets-value="{"1":2,"2":"The cost that an advertiser pays for every one thousand impressions of their ad being served or displayed."}" style="width: 67.9012%; height: 46.3426px">The cost that an advertiser pays for every one thousand impressions of their ad being served or displayed.</td></tr><tr style="height: 46.3426px"><td data-sheets-value="{"1":2,"2":"CPC"}" style="width: 8.27157%; height: 46.3426px">**CPC**</td><td data-sheets-value="{"1":2,"2":"Cost Per Click"}" style="width: 23.7037%; height: 46.3426px">Cost Per Click</td><td data-sheets-value="{"1":2,"2":"Pricing model in advertising where advertisers pay a certain amount for each click on their ad."}" style="width: 67.9012%; height: 46.3426px">A pricing model in advertising where advertisers pay a certain amount for each click on their ad.</td></tr><tr style="height: 46.3426px"><td data-sheets-value="{"1":2,"2":"CTR"}" style="width: 8.27157%; height: 46.3426px">**CTR**</td><td data-sheets-value="{"1":2,"2":"Click-Through Rate"}" style="width: 23.7037%; height: 46.3426px">Click-Through Rate</td><td data-sheets-value="{"1":2,"2":"A measure in advertising that represents the percentage of users who clicked on a specific ad or link out of the total number of impressions it received."}" style="width: 67.9012%; height: 46.3426px">A measure in advertising that represents the percentage of users who clicked on a specific ad or link out of the total number of impressions it received.</td></tr><tr style="height: 46.3426px"><td data-sheets-value="{"1":2,"2":"CPV"}" style="width: 8.27157%; height: 46.3426px">**CPV**</td><td data-sheets-value="{"1":2,"2":"Cost Per View"}" style="width: 23.7037%; height: 46.3426px">Cost Per View</td><td data-sheets-value="{"1":2,"2":"A pricing model in advertising where advertisers pay a certain amount for each view or engagement with their video ad."}" style="width: 67.9012%; height: 46.3426px">A pricing model in advertising where advertisers pay a certain amount for each view or engagement with their video ad.</td></tr><tr style="height: 46.3426px"><td data-sheets-value="{"1":2,"2":"CPCV"}" style="width: 8.27157%; height: 46.3426px">**CPCV**</td><td data-sheets-value="{"1":2,"2":"Cost Per Completed View"}" style="width: 23.7037%; height: 46.3426px">Cost Per Completed View</td><td data-sheets-value="{"1":2,"2":"A pricing model in video advertising where advertisers pay for each video view that is completed by the viewer."}" style="width: 67.9012%; height: 46.3426px">A pricing model in video advertising where advertisers pay for each video view that the viewer completes.</td></tr><tr style="height: 63.1482px"><td data-sheets-value="{"1":2,"2":"VTR"}" style="width: 8.27157%; height: 63.1482px">**VTR**</td><td data-sheets-value="{"1":2,"2":"View-Through Rate"}" style="width: 23.7037%; height: 63.1482px">View-Through Rate</td><td data-sheets-value="{"1":2,"2":"The percentage of impressions that became video views. Eskimi counts video views as (video starts + first quartile) / 2, so VTR = video views / impressions. Not to be confused with VCR (completed views / starts) or cVTR (completed views / impressions)."}" style="width: 67.9012%; height: 63.1482px"><div><div>The percentage of impressions that became video views. Eskimi counts video views as (video starts + first quartile) / 2, so VTR = video views / impressions. Not to be confused with VCR (completed views / starts) or cVTR (completed views / impressions).</div></div></td></tr><tr style="height: 46.3426px"><td data-sheets-value="{"1":2,"2":"CPI"}" style="width: 8.27157%; height: 46.3426px">**CPI**</td><td data-sheets-value="{"1":2,"2":"Cost Per Install"}" style="width: 23.7037%; height: 46.3426px">Cost Per Install</td><td data-sheets-value="{"1":2,"2":"A metric used in mobile app advertising that represents the cost an advertiser pays for each installation of their app attributed to an ad campaign."}" style="width: 67.9012%; height: 46.3426px">A metric used in mobile app advertising that represents the cost an advertiser pays for each installation of their app attributed to an ad campaign.</td></tr><tr style="height: 46.3426px"><td data-sheets-value="{"1":2,"2":"CPE"}" style="width: 8.27157%; height: 46.3426px">**CPE**</td><td data-sheets-value="{"1":2,"2":"Cost Per Engagement"}" style="width: 23.7037%; height: 46.3426px">Cost Per Engagement</td><td data-sheets-value="{"1":2,"2":"A metric used in advertising to measure the cost an advertiser pays for each user engagement with an ad, such as clicks, interactions, or other specified actions."}" style="width: 67.9012%; height: 46.3426px">A metric used in advertising to measure the cost an advertiser pays for each user engagement with an ad, such as clicks, interactions, or other specified actions.</td></tr><tr style="height: 63.1482px"><td data-sheets-value="{"1":2,"2":"ER"}" style="width: 8.27157%; height: 63.1482px">**ER**</td><td data-sheets-value="{"1":2,"2":"Engagement Rate"}" style="width: 23.7037%; height: 63.1482px">Engagement Rate</td><td data-sheets-value="{"1":2,"2":"A metric used to measure the level of user engagement with a specific ad or campaign, often calculated as the percentage of users who interacted with the ad divided by the total number of impressions or reach."}" style="width: 67.9012%; height: 63.1482px"><div><div>A metric used to measure the level of user engagement with a specific ad or campaign, often calculated as the percentage of users who interacted with the ad divided by the total number of Viewed impressions.</div></div></td></tr><tr style="height: 46.3426px"><td data-sheets-value="{"1":2,"2":"ROAS"}" style="width: 8.27157%; height: 46.3426px">**ROAS**</td><td data-sheets-value="{"1":2,"2":"Return on Advertising Spend"}" style="width: 23.7037%; height: 46.3426px">Return on Advertising Spend</td><td data-sheets-value="{"1":2,"2":"A metric that measures the effectiveness of advertising campaigns by calculating the revenue generated for each dollar spent on advertising."}" style="width: 67.9012%; height: 46.3426px">A metric that measures the effectiveness of advertising campaigns by calculating the revenue generated for each dollar spent on advertising.</td></tr><tr style="height: 46.3426px"><td data-sheets-value="{"1":2,"2":"ROI"}" style="width: 8.27157%; height: 46.3426px">**ROI**</td><td data-sheets-value="{"1":2,"2":"Return on Investment"}" style="width: 23.7037%; height: 46.3426px">Return on Investment</td><td data-sheets-value="{"1":2,"2":"A measure of the profitability or efficiency of an investment, including advertising campaigns."}" style="width: 67.9012%; height: 46.3426px">A measure of the profitability or efficiency of an investment, including advertising campaigns.</td></tr><tr style="height: 46.3426px"><td data-sheets-value="{"1":2,"2":"CPA"}" style="width: 8.27157%; height: 46.3426px">**CPA**</td><td data-sheets-value="{"1":2,"2":"Cost Per Acquisition"}" style="width: 23.7037%; height: 46.3426px">Cost Per Acquisition</td><td data-sheets-value="{"1":2,"2":"A metric that measures the cost an advertiser pays for each specified action or conversion, such as a purchase or sign-up."}" style="width: 67.9012%; height: 46.3426px">A metric that measures the cost an advertiser pays for each specified action or conversion, such as a purchase or sign-up.</td></tr><tr style="height: 29.537px"><td data-sheets-value="{"1":2,"2":"CPL"}" style="width: 8.27157%; height: 29.537px">**CPL**</td><td data-sheets-value="{"1":2,"2":"Cost Per Lead"}" style="width: 23.7037%; height: 29.537px">Cost Per Lead</td><td data-sheets-value="{"1":2,"2":"The cost an advertiser pays for each new lead generated through their marketing efforts."}" style="width: 67.9012%; height: 29.537px">The cost an advertiser pays for each new lead generated through their marketing efforts.</td></tr><tr style="height: 46.3426px"><td data-sheets-value="{"1":2,"2":"VPAID "}" style="width: 8.27157%; height: 46.3426px">**VPAID**</td><td data-sheets-value="{"1":2,"2":"Video Player-Ad Interface Definition"}" style="width: 23.7037%; height: 46.3426px">Video Player-Ad Interface Definition</td><td data-sheets-value="{"1":2,"2":"A standard for in-stream video ads that enables interactive and engaging ad experiences within video players."}" style="width: 67.9012%; height: 46.3426px">A standard for in-stream video ads that enables interactive and engaging ad experiences within video players.</td></tr><tr style="height: 63.1482px"><td data-sheets-value="{"1":2,"2":"IBV"}" style="width: 8.27157%; height: 63.1482px">**IBV**</td><td data-sheets-value="{"1":2,"2":"In-banner video"}" style="width: 23.7037%; height: 63.1482px">In-banner video</td><td data-sheets-value="{"1":2,"2":"A type of online advertising where video content is displayed within a standard banner ad format, allowing for the delivery of video content without requiring a separate video player or dedicated video ad space."}" style="width: 67.9012%; height: 63.1482px"><div><div>A type of online advertising where video content is displayed within a standard banner ad format, allowing for the delivery of video content without requiring a separate video player or dedicated video ad space.</div></div></td></tr><tr style="height: 29.537px"><td data-sheets-value="{"1":2,"2":"VAST"}" style="width: 8.27157%; height: 29.537px">**VAST**</td><td data-sheets-value="{"1":2,"2":"Video Ad Serving Template"}" style="width: 23.7037%; height: 29.537px">Video Ad Serving Template</td><td data-sheets-value="{"1":2,"2":"A standard XML-based ad format used to deliver video ads to video players."}" style="width: 67.9012%; height: 29.537px">A standard XML-based ad format used to deliver video ads to video players.</td></tr><tr style="height: 46.3426px"><td style="width: 8.27157%; height: 46.3426px">**CPVst**</td><td style="width: 23.7037%; height: 46.3426px">Cost Per Visit</td><td style="width: 67.9012%; height: 46.3426px">Measures how much an advertiser spends to successfully bring one visitor to its website or landing page after interacting with an ad through a click.</td></tr><tr style="height: 29.537px"><td style="width: 8.27157%; height: 29.537px">**CPS**</td><td style="width: 23.7037%; height: 29.537px">Cost Per Session</td><td style="width: 67.9012%; height: 29.537px">Similar to CPVst, this metric estimates the average cost an advertiser incurs for each session on its website. While a visit is a broader term that often refers to a single instance of a user arriving on a website, a session is a group of user interactions that take place within a given time frame. </td></tr></tbody></table>

### Programmatic acronyms

<table border="1" id="bkmrk-dsp-demand-side-plat" style="border-collapse: collapse; width: 100%; height: 441px"><tbody><tr style="height: 63px"><td data-sheets-value="{"1":2,"2":"DSP"}" style="width: 8.39503%; height: 63px">**DSP**</td><td data-sheets-value="{"1":2,"2":"Demand Side Platform"}" style="width: 24.1975%; height: 63px">Demand Side Platform</td><td data-sheets-value="{"1":2,"2":"A software platform that enables advertisers and agencies to automate and optimize the buying process of digital ad inventory across multiple ad exchanges, reaching targeted audiences effectively."}" style="width: 67.284%; height: 63px">A software platform that enables advertisers and agencies to automate and optimize the buying process of digital ad inventory across multiple ad exchanges, reaching targeted audiences effectively.</td></tr><tr style="height: 63px"><td data-sheets-value="{"1":2,"2":"DMP"}" style="width: 8.39503%; height: 63px">**DMP**</td><td data-sheets-value="{"1":2,"2":"Data Management Platform"}" style="width: 24.1975%; height: 63px">Data Management Platform</td><td data-sheets-value="{"1":2,"2":"A centralized technology platform used in advertising that collects, organizes, and activates data from various sources to create targeted audience segments for more effective ad targeting and personalization."}" style="width: 67.284%; height: 63px"><div><div>A centralized technology platform used in advertising that collects, organizes, and activates data from various sources to create targeted audience segments for more effective ad targeting and personalization.</div></div></td></tr><tr style="height: 63px"><td data-sheets-value="{"1":2,"2":"SSP"}" style="width: 8.39503%; height: 63px">**SSP**</td><td data-sheets-value="{"1":2,"2":"Supply-Side Platform"}" style="width: 24.1975%; height: 63px">Supply-Side Platform</td><td data-sheets-value="{"1":2,"2":"Technology platform used in advertising that helps publishers and media owners manage and optimize their inventory by connecting them with demand-side platforms (DSPs) and facilitating the selling of ad impressions programmatically."}" style="width: 67.284%; height: 63px"><div><div>Technology platform used in advertising that helps publishers and media owners manage and optimize their inventory by connecting them with demand-side platforms (DSPs) and facilitating the selling of ad impressions programmatically.</div></div></td></tr><tr style="height: 63px"><td data-sheets-value="{"1":2,"2":"RTB"}" style="width: 8.39503%; height: 63px">**RTB**</td><td data-sheets-value="{"1":2,"2":"Real-Time Bidding"}" style="width: 24.1975%; height: 63px">Real-Time Bidding</td><td data-sheets-value="{"1":2,"2":"Automated auction-based process in advertising where ad impressions are bought and sold in real-time, allowing advertisers to bid on and display ads to specific users based on their targeting criteria."}" style="width: 67.284%; height: 63px"><div><div>Automated auction-based process in advertising where ad impressions are bought and sold in real-time, allowing advertisers to bid on and display ads to specific users based on their targeting criteria.</div></div></td></tr><tr style="height: 63px"><td data-sheets-value="{"1":2,"2":"PMP"}" style="width: 8.39503%; height: 63px">**PMP**</td><td data-sheets-value="{"1":2,"2":"Private Marketplace"}" style="width: 24.1975%; height: 63px">Private Marketplace</td><td data-sheets-value="{"1":2,"2":"Invitation-only marketplace where publishers offer premium ad inventory to a select group of pre-approved advertisers, providing a controlled and more exclusive environment for buying and selling programmatic advertising."}" style="width: 67.284%; height: 63px"><div><div>An invitation-only marketplace where publishers offer premium ad inventory to a select group of pre-approved advertisers, providing a controlled and more exclusive environment for buying and selling programmatic advertising.</div></div></td></tr><tr style="height: 63px"><td data-sheets-value="{"1":2,"2":"PG"}" style="width: 8.39503%; height: 63px">**PG**</td><td data-sheets-value="{"1":2,"2":"Programmatic Guaranteed"}" style="width: 24.1975%; height: 63px">Programmatic Guaranteed</td><td data-sheets-value="{"1":2,"2":"Buying method where advertisers and publishers negotiate and pre-agree on specific inventory and pricing through programmatic channels, ensuring guaranteed ad placements and delivery."}" style="width: 67.284%; height: 63px"><div><div>Buying method where advertisers and publishers negotiate and pre-agree on specific inventory and pricing through programmatic channels, ensuring guaranteed ad placements and delivery.</div></div></td></tr><tr style="height: 63px"><td data-sheets-value="{"1":2,"2":"PD"}" style="width: 8.39503%; height: 63px">**PD**</td><td data-sheets-value="{"1":2,"2":"Preferred Deals"}" style="width: 24.1975%; height: 63px">Preferred Deals</td><td data-sheets-value="{"1":2,"2":"Buying arrangement where publishers offer selected inventory to specific advertisers at negotiated prices before making it available in the open marketplace, providing preferential access to high-quality ad placements."}" style="width: 67.284%; height: 63px"><div><div>Buying arrangement where publishers offer selected inventory to specific advertisers at negotiated prices before making it available in the open marketplace, providing preferential access to high-quality ad placements.</div></div></td></tr></tbody></table>

# Eskimi Macros

List of Eskimi Macros:

<table border="1" cellpadding="0" cellspacing="0" dir="ltr" id="bkmrk-macro-description-ex" style="height: 1320.64px; width: 100%;"><colgroup><col style="width: 21.8721%;" width="100"></col><col style="width: 30.3957%;" width="301"></col><col style="width: 47.7013%;" width="820"></col></colgroup><tbody><tr style="height: 29.7949px;"><td class="align-center" data-sheets-value="{"1":2,"2":"Macro"}" style="height: 29.7949px; width: 133.102px;">**Macro**</td><td class="align-center" data-sheets-value="{"1":2,"2":"Description"}" style="height: 29.7949px; width: 173.004px;">**Description**</td><td class="align-center" data-sheets-value="{"1":2,"2":"Example"}" style="height: 29.7949px; width: 503.145px;">**Example**</td></tr><tr style="height: 29.7949px;"><td class="align-center" data-sheets-value="{"1":2,"2":"eucid"}" style="height: 29.7949px; width: 133.102px;">{eucid}</td><td class="align-center" data-sheets-value="{"1":2,"2":"End user click ID"}" style="height: 29.7949px; width: 173.004px;">End user click ID</td><td class="align-center" data-sheets-value="{"1":2,"2":"eyJkZXZpY2VUeXBlSWQiOjIsInNlZ21lbnRJZCI"}" style="height: 29.7949px; width: 503.145px;">eyJkZXZpY2VUeXBlSWQiOjIsInNlZ21lbnRJZCI</td></tr><tr style="height: 29.7949px;"><td class="align-center" data-sheets-value="{"1":2,"2":"dmp_id"}" style="height: 29.7949px; width: 133.102px;">{dmp\_id}</td><td class="align-center" data-sheets-value="{"1":2,"2":"DMP user ID"}" style="height: 29.7949px; width: 173.004px;">DMP user ID</td><td class="align-center" data-sheets-value="{"1":2,"2":"613f8f74-75dd-4abc-a2ea-808c6234c58c"}" style="height: 29.7949px; width: 503.145px;">613f8f74-75dd-4abc-a2ea-808c6234c58c</td></tr><tr style="height: 61.9922px;"><td class="align-center" data-sheets-value="{"1":2,"2":"device_id"}" style="height: 61.9922px; width: 133.102px;">{device\_id}</td><td class="align-center" data-sheets-value="{"1":2,"2":"Device/user identifier from exchange (i.e. gaid, ifa, idfa, aid)"}" style="height: 61.9922px; width: 173.004px;">Device/user identifier from exchange (i.e. gaid, ifa, idfa, aid(hashed))</td><td class="align-center" data-sheets-value="{"1":2,"2":"613f8f74-75dd-4abc-a2ea-808c6234c58c"}" style="height: 61.9922px; width: 503.145px;">613f8f74-75dd-4abc-a2ea-808c6234c58c</td></tr><tr style="height: 29.7949px;"><td class="align-center" data-sheets-value="{"1":2,"2":"device_ip"}" style="height: 29.7949px; width: 133.102px;">{device\_ip}</td><td class="align-center" data-sheets-value="{"1":2,"2":"Device IP address"}" style="height: 29.7949px; width: 173.004px;">Device IP address (anonymized)</td><td class="align-center" data-sheets-value="{"1":2,"2":"123.45.67.0"}" style="height: 29.7949px; width: 503.145px;">123.45.--.--</td></tr><tr style="height: 45px;"><td class="align-center" data-sheets-value="{"1":2,"2":"device_operator"}" style="height: 45px; width: 133.102px;">{device\_operator}</td><td class="align-center" data-sheets-value="{"1":2,"2":"Device mobile operator/ISP title"}" style="height: 45px; width: 173.004px;">Device mobile operator/ISP title</td><td class="align-center" data-sheets-value="{"1":2,"2":"NG Airtel"}" style="height: 45px; width: 503.145px;">NG Airtel</td></tr><tr style="height: 63.3887px;"><td class="align-center" data-sheets-value="{"1":2,"2":"device_ua"}" style="height: 63.3887px; width: 133.102px;">{device\_ua}</td><td class="align-center" data-sheets-value="{"1":2,"2":"Device User-Agent"}" style="height: 63.3887px; width: 173.004px;">Device User-Agent</td><td class="align-center" data-sheets-value="{"1":2,"2":"Mozilla/5.0 (Linux; Android 8.0.0; SM-G960F Build/R16NW) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/64.0.3282.137 Mobile Safari/537.36"}" style="height: 63.3887px; width: 503.145px;"><div><div>Mozilla/5.0 (Linux; Android 8.0.0; SM-G960F Build/R16NW) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/64.0.3282.137 Mobile Safari/537.36</div></div></td></tr><tr style="height: 29.7949px;"><td class="align-center" data-sheets-value="{"1":2,"2":"device_brand"}" style="height: 29.7949px; width: 133.102px;">{device\_brand}</td><td class="align-center" data-sheets-value="{"1":2,"2":"Device brand"}" style="height: 29.7949px; width: 173.004px;">Device brand</td><td class="align-center" data-sheets-value="{"1":2,"2":"Samsung"}" style="height: 29.7949px; width: 503.145px;">Samsung</td></tr><tr style="height: 29.7949px;"><td class="align-center" data-sheets-value="{"1":2,"2":"device_model"}" style="height: 29.7949px; width: 133.102px;">{device\_model}</td><td class="align-center" data-sheets-value="{"1":2,"2":"Device model"}" style="height: 29.7949px; width: 173.004px;">Device model</td><td class="align-center" data-sheets-value="{"1":2,"2":"Galaxy S9"}" style="height: 29.7949px; width: 503.145px;">Galaxy S9</td></tr><tr style="height: 29.7949px;"><td class="align-center" data-sheets-value="{"1":2,"2":"device_os"}" style="height: 29.7949px; width: 133.102px;">{device\_os}</td><td class="align-center" data-sheets-value="{"1":2,"2":"Device operating system"}" style="height: 29.7949px; width: 173.004px;">Device operating system</td><td class="align-center" data-sheets-value="{"1":2,"2":"Android"}" style="height: 29.7949px; width: 503.145px;">Android</td></tr><tr style="height: 29.7949px;"><td class="align-center" data-sheets-value="{"1":2,"2":"device_browser"}" style="height: 29.7949px; width: 133.102px;">{device\_browser}</td><td class="align-center" data-sheets-value="{"1":2,"2":"Device browser"}" style="height: 29.7949px; width: 173.004px;">Device browser</td><td class="align-center" data-sheets-value="{"1":2,"2":"Chrome"}" style="height: 29.7949px; width: 503.145px;">Chrome</td></tr><tr style="height: 29.7949px;"><td class="align-center" data-sheets-value="{"1":2,"2":"exchange_id"}" style="height: 29.7949px; width: 133.102px;">{exchange\_id}</td><td class="align-center" data-sheets-value="{"1":2,"2":"SSP exchange ID"}" style="height: 29.7949px; width: 173.004px;">SSP exchange ID</td><td class="align-center" data-sheets-value="{"1":3,"3":14}" style="height: 29.7949px; width: 503.145px;">14</td></tr><tr style="height: 29.7949px;"><td class="align-center" data-sheets-value="{"1":2,"2":"exchange_title"}" style="height: 29.7949px; width: 133.102px;">{exchange\_title}</td><td class="align-center" data-sheets-value="{"1":2,"2":"SSP exchange title"}" style="height: 29.7949px; width: 173.004px;">SSP exchange title</td><td class="align-center" data-sheets-value="{"1":2,"2":"OpenX"}" style="height: 29.7949px; width: 503.145px;">OpenX</td></tr><tr style="height: 29.7949px;"><td class="align-center" data-sheets-value="{"1":2,"2":"site_id"}" style="height: 29.7949px; width: 133.102px;">{site\_id}</td><td class="align-center" data-sheets-value="{"1":2,"2":"App/Site ID"}" style="height: 29.7949px; width: 173.004px;">App/Site ID</td><td class="align-center" data-sheets-value="{"1":3,"3":123456}" style="height: 29.7949px; width: 503.145px;">123456</td></tr><tr style="height: 29.4141px;"><td class="align-center" style="width: 133.102px; height: 29.4141px;">{placement\_id}</td><td class="align-center" style="width: 173.004px; height: 29.4141px;">Placement ID</td><td class="align-center" style="width: 503.145px; height: 29.4141px;">2464453671</td></tr><tr style="height: 35.3809px;"><td class="align-center" data-sheets-value="{"1":2,"2":"site_title"}" style="height: 35.3809px; width: 133.102px;">{site\_title}</td><td class="align-center" data-sheets-value="{"1":2,"2":"App/Site title"}" style="height: 35.3809px; width: 173.004px;">App/Site title</td><td class="align-center" data-sheets-hyperlink="http://bbc.com" data-sheets-value="{"1":2,"2":"bbc.com"}" style="height: 35.3809px; width: 503.145px;">[bbc.com](http://bbc.com/)</td></tr><tr style="height: 29.7949px;"><td class="align-center" data-sheets-value="{"1":2,"2":"site_type"}" style="height: 29.7949px; width: 133.102px;">{site\_type}</td><td class="align-center" data-sheets-value="{"1":2,"2":"App/Site type"}" style="height: 29.7949px; width: 173.004px;">App/Site type</td><td class="align-center" data-sheets-value="{"1":2,"2":"site"}" style="height: 29.7949px; width: 503.145px;">site</td></tr><tr style="height: 29.7949px;"><td class="align-center" data-sheets-value="{"1":2,"2":"app_bundle"}" style="height: 29.7949px; width: 133.102px;">{app\_bundle}</td><td class="align-center" data-sheets-value="{"1":2,"2":"App bundle"}" style="height: 29.7949px; width: 173.004px;">App bundle</td><td class="align-center" data-sheets-value="{"1":2,"2":"bbc.mobile.news.ww"}" style="height: 29.7949px; width: 503.145px;">bbc.mobile.news.ww</td></tr><tr style="height: 35.3809px;"><td class="align-center" data-sheets-value="{"1":2,"2":"site_domain"}" style="height: 35.3809px; width: 133.102px;">{site\_domain}</td><td class="align-center" data-sheets-value="{"1":2,"2":"Site domain"}" style="height: 35.3809px; width: 173.004px;">Site domain</td><td class="align-center" data-sheets-hyperlink="http://bbc.com" data-sheets-value="{"1":2,"2":"bbc.com"}" style="height: 35.3809px; width: 503.145px;">[bbc.com](http://bbc.com/)</td></tr><tr style="height: 29.7949px;"><td class="align-center" data-sheets-value="{"1":2,"2":"campaign_id"}" style="height: 29.7949px; width: 133.102px;">{campaign\_id}</td><td class="align-center" data-sheets-value="{"1":2,"2":"Campaign ID"}" style="height: 29.7949px; width: 173.004px;">Campaign ID</td><td class="align-center" data-sheets-value="{"1":3,"3":12345}" style="height: 29.7949px; width: 503.145px;">12345</td></tr><tr style="height: 29.7949px;"><td class="align-center" data-sheets-value="{"1":2,"2":"campaign_title"}" style="height: 29.7949px; width: 133.102px;">{campaign\_title}</td><td class="align-center" data-sheets-value="{"1":2,"2":"Campaign title"}" style="height: 29.7949px; width: 173.004px;">Campaign title</td><td class="align-center" data-sheets-value="{"1":2,"2":"Test campaign"}" style="height: 29.7949px; width: 503.145px;">Test campaign</td></tr><tr style="height: 29.7949px;"><td class="align-center" data-sheets-value="{"1":2,"2":"campaign_type"}" style="height: 29.7949px; width: 133.102px;">{campaign\_type}</td><td class="align-center" data-sheets-value="{"1":2,"2":"Campaign type"}" style="height: 29.7949px; width: 173.004px;">Campaign type</td><td class="align-center" data-sheets-value="{"1":2,"2":"banner"}" style="height: 29.7949px; width: 503.145px;">banner</td></tr><tr style="height: 29.7949px;"><td class="align-center" data-sheets-value="{"1":2,"2":"creative_set_id"}" style="height: 29.7949px; width: 133.102px;">{creative\_set\_id}</td><td class="align-center" data-sheets-value="{"1":2,"2":"Creative set ID"}" style="height: 29.7949px; width: 173.004px;">Creative set ID</td><td class="align-center" data-sheets-value="{"1":3,"3":123456}" style="height: 29.7949px; width: 503.145px;">123456</td></tr><tr style="height: 29.7949px;"><td class="align-center" data-sheets-value="{"1":2,"2":"creative_set_title"}" style="height: 29.7949px; width: 133.102px;">{creative\_set\_title}</td><td class="align-center" data-sheets-value="{"1":2,"2":"Creative set title"}" style="height: 29.7949px; width: 173.004px;">Creative set title</td><td class="align-center" data-sheets-value="{"1":2,"2":"Test creative set"}" style="height: 29.7949px; width: 503.145px;">Test creative set</td></tr><tr style="height: 29.7949px;"><td class="align-center" data-sheets-value="{"1":2,"2":"creative_id"}" style="height: 29.7949px; width: 133.102px;">{creative\_id}</td><td class="align-center" data-sheets-value="{"1":2,"2":"Creative ID"}" style="height: 29.7949px; width: 173.004px;">Creative ID</td><td class="align-center" data-sheets-value="{"1":3,"3":1234567}" style="height: 29.7949px; width: 503.145px;">1234567</td></tr><tr style="height: 29.7949px;"><td class="align-center" data-sheets-value="{"1":2,"2":"creative_title"}" style="height: 29.7949px; width: 133.102px;">{creative\_title}</td><td class="align-center" data-sheets-value="{"1":2,"2":"Creative title"}" style="height: 29.7949px; width: 173.004px;">Creative title</td><td class="align-center" data-sheets-value="{"1":2,"2":"Test creative"}" style="height: 29.7949px; width: 503.145px;">Test creative</td></tr><tr style="height: 29.7949px;"><td class="align-center" data-sheets-value="{"1":2,"2":"creative_type"}" style="height: 29.7949px; width: 133.102px;">{creative\_type}</td><td class="align-center" data-sheets-value="{"1":2,"2":"Creative type"}" style="height: 29.7949px; width: 173.004px;">Creative type</td><td class="align-center" data-sheets-value="{"1":2,"2":"banner"}" style="height: 29.7949px; width: 503.145px;">banner</td></tr><tr style="height: 29.7949px;"><td class="align-center" data-sheets-value="{"1":2,"2":"creative_size"}" style="height: 29.7949px; width: 133.102px;">{creative\_size}</td><td class="align-center" data-sheets-value="{"1":2,"2":"Creative size"}" style="height: 29.7949px; width: 173.004px;">Creative size</td><td class="align-center" data-sheets-value="{"1":2,"2":"300x250"}" style="height: 29.7949px; width: 503.145px;">300x250</td></tr><tr style="height: 29.7949px;"><td class="align-center" data-sheets-value="{"1":2,"2":"cachebuster"}" style="height: 29.7949px; width: 133.102px;">{cachebuster}</td><td class="align-center" data-sheets-value="{"1":2,"2":"Current UNIX timestamp"}" style="height: 29.7949px; width: 173.004px;">Current UNIX timestamp</td><td class="align-center" data-sheets-value="{"1":3,"3":1540000000}" style="height: 29.7949px; width: 503.145px;">1540000000</td></tr><tr style="height: 29.7949px;"><td class="align-center" data-sheets-value="{"1":2,"2":"date"}" style="height: 29.7949px; width: 133.102px;">{date}</td><td class="align-center" data-sheets-value="{"1":2,"2":"Current date"}" style="height: 29.7949px; width: 173.004px;">Current date</td><td class="align-center" data-sheets-numberformat="{"1":5,"2":"yyyy-mm-dd","3":1}" data-sheets-value="{"1":3,"3":41947}" style="height: 29.7949px; width: 503.145px;">2014-11-04</td></tr><tr style="height: 29.7949px;"><td class="align-center" data-sheets-value="{"1":2,"2":"time"}" style="height: 29.7949px; width: 133.102px;">{time}</td><td class="align-center" data-sheets-value="{"1":2,"2":"Current time"}" style="height: 29.7949px; width: 173.004px;">Current time</td><td class="align-center" data-sheets-numberformat="{"1":6,"2":"h:mm:ss","3":1}" data-sheets-value="{"1":3,"3":0.5242592592592593}" style="height: 29.7949px; width: 503.145px;">12:34:56</td></tr><tr style="height: 46.2109px;"><td class="align-center" data-sheets-value="{"1":2,"2":"gps_latitude"}" style="height: 46.2109px; width: 133.102px;">{gps\_latitude}</td><td class="align-center" data-sheets-value="{"1":2,"2":"GPS coordinate latitude"}" style="height: 46.2109px; width: 173.004px;">GPS coordinate latitude (anonymized)</td><td class="align-center" data-sheets-value="{"1":3,"3":12.345}" style="height: 46.2109px; width: 503.145px;">12.3--</td></tr><tr style="height: 46.2109px;"><td class="align-center" data-sheets-value="{"1":2,"2":"gps_longitude"}" style="height: 46.2109px; width: 133.102px;">{gps\_longitude}</td><td class="align-center" data-sheets-value="{"1":2,"2":"GPS coordinate longitude"}" style="height: 46.2109px; width: 173.004px;">GPS coordinate longitude (anonymized)</td><td class="align-center" data-sheets-value="{"1":3,"3":23.456}" style="height: 46.2109px; width: 503.145px;">23.4--</td></tr><tr style="height: 45px;"><td class="align-center" data-sheets-value="{"1":2,"2":"click_url"}" style="height: 45px; width: 133.102px;">{click\_url}</td><td class="align-center" data-sheets-value="{"1":2,"2":"The unescaped click URL for the ad"}" style="height: 45px; width: 173.004px;">The unescaped click URL for the ad</td><td class="align-center" style="height: 45px; width: 503.145px;"> </td></tr><tr style="height: 45px;"><td class="align-center" data-sheets-value="{"1":2,"2":"click_url_enc"}" style="height: 45px; width: 133.102px;">{click\_url\_enc}</td><td class="align-center" data-sheets-value="{"1":2,"2":"The escaped click URL for the ad"}" style="height: 45px; width: 173.004px;">The escaped click URL for the ad</td><td class="align-center" style="height: 45px; width: 503.145px;"> </td></tr><tr style="height: 45px;"><td class="align-center" data-sheets-value="{"1":2,"2":"click_url_async"}" style="height: 45px; width: 133.102px;">{click\_url\_async}</td><td class="align-center" data-sheets-value="{"1":2,"2":"S2S click url tracking pixel"}" style="height: 45px; width: 173.004px;">S2S click url tracking pixel</td><td class="align-center" style="height: 45px; width: 503.145px;"> </td></tr><tr style="height: 47.998px;"><td class="align-center" data-sheets-value="{"1":2,"2":"event_url"}" style="height: 47.998px; width: 133.102px;">{event\_url}</td><td class="align-center" data-sheets-value="{"1":2,"2":"Custom metrics collection URL prefix"}" style="height: 47.998px; width: 173.004px;">Custom metrics collection URL prefix</td><td class="align-center" data-sheets-hyperlink="https://xxx.yyy.zzz/?dynamic-event&type=" data-sheets-value="{"1":2,"2":"https://xxx.yyy.zzz/?dynamic-event&type="}" style="height: 47.998px; width: 503.145px;">[https://xxx.yyy.zzz/?dynamic-event&amp;type=](https://xxx.yyy.zzz/?dynamic-event&type=)</td></tr><tr style="height: 29.7949px;"><td class="align-center" data-sheets-value="{"1":2,"2":"bid_id"}" style="height: 29.7949px; width: 133.102px;">{bid\_id}</td><td class="align-center" data-sheets-value="{"1":2,"2":"Bid response ID"}" style="height: 29.7949px; width: 173.004px;">Bid response ID</td><td class="align-center" data-sheets-value="{"1":2,"2":"{timeInMillis}.{exchangeId}.{bidRequestId}"}" style="height: 29.7949px; width: 503.145px;">{timeInMillis}.{exchangeId}.{bidRequestId}</td></tr></tbody></table>

# Eskimi Metrics: Formulas and Terminology

This page explains the metrics and formulas you see in Eskimi DSP reports: what each metric counts and how each rate is calculated, so you can read campaign results and compare them with other tools.

### Formulas

- **VTR** (view-through rate) = (Video views / Impressions) x 100
- **VCR** (video completion rate) = (Completed views / Video starts) x 100
- **cVTR** (completed view-through rate) = (Completed views / Impressions) x 100
- **CPV** = Total Ad Spend / Video views
- **CPCV** = Total Ad Spend / Completed views
- **CTR** = (Number of Clicks / Number of Impressions) x 100
- **CVR** = (Number of Conversions / Number of Clicks) x 100
- **CPC** = (Total Ad Spend / Number of Clicks)
- **CPM** = (Total Ad Spend / Number of Impressions) x 1000
- **eCPM** = (Total Earnings / Total Impressions) x 1000
- **Fill** **Rate** = (Number of filled ad requests / number of total ad requests) \* 100
- **Win rate (WR)** = (number of won auctions / number of auctions participated in) \* 100

<p class="callout info">VCR and cVTR both count completed views but divide by different numbers. VCR divides by video starts; cVTR divides by all impressions. Not every impression starts playing, so cVTR is always lower than VCR. Example: 1,000 starts, 800 completed views and 8,000 impressions give a VCR of 80% but a cVTR of 10%. If two report tables show very different completion figures, check whether one shows VCR and the other cVTR.</p>

### Terminology

#### Bid Request

A bid request in ad tech is a signal sent by a website or app to potential advertisers, asking if they want to place an ad in a specific spot and how much they’re willing to pay. It happens in real time and includes details like the user’s demographics, device type, and browsing behavior.

#### CTR

CTR (click-through rate) shows how often people who see your ad click on it: clicks ÷ impressions × 100. For example, 5 clicks from 1,000 impressions is a CTR of 0.5%.

A good CTR depends on the ad format, placement and market, so compare it with campaigns of the same format in the same market. CTR can also be set as the campaign's optimisation goal.

#### CPC

CPC (cost per click) is spend ÷ clicks. Eskimi DSP buys on CPM, so CPC is a result of the campaign, not a price paid per click.

To bring CPC down, set CPC as the campaign's optimisation goal with a target value.

#### CPA

CPA (cost per action or acquisition) is spend ÷ conversions. Conversions are counted only when the [Eskimi pixel](https://manual.eskimi.com/books/eskimi-pixels/page/eskimi-tracking-pixel-introduction-implementation) or a mobile measurement partner is set up on the advertiser's website or app.

Set CPA as the campaign's optimisation goal to have Eskimi DSP favour the apps and sites that bring conversions at or below your target.

#### CPM

CPM (cost per mille) is the cost of 1,000 impressions: spend ÷ impressions × 1,000. Eskimi DSP buys all inventory on CPM. You set a CPM bid for the campaign, and spend is counted per impression served.

<p class="callout info">Eskimi DSP has no CPC, CPA or CPV buying. These are results you see in the report and goals you can optimise the campaign towards, while the campaign itself is always bought on CPM.</p>

#### Optimisation Goals

A campaign can have one optimisation goal: CPC, CTR, CPA, VR (viewability rate), VCR, CPCVV (cost per completed video view), ER, CPE (cost per engagement), VVR (video viewability rate), SR (session rate) or CPS (cost per session). Which goals you can choose depends on the campaign type and the country.

With a goal set, Eskimi DSP compares apps and sites against your target once they have collected enough impressions or spend, and stops buying the ones that miss it.

#### CPV

CPV (cost per view) is spend ÷ video views. Video campaigns are bought on CPM like all other campaigns, so CPV is a result, not a price paid per view.

To pay less for each completed view, set CPCVV (cost per completed video view) as the campaign's optimisation goal.

#### Impressions

An impression is counted each time your ad is served on an app or site. Not every impression is seen by the user; see Viewable Impressions below.

#### Viewable Impressions

There are instances where an impression might be shown, but not considered as "viewable".

- An ad is counted as "viewable" when at least 50 percent of your ad shows on screen for one second or longer for display ads, and two seconds or longer for video ads.

#### Viewability

This metric is expressed as a percentage and represents the percentage of ad impressions that are actually seen by users.  
The standard formula for calculating viewability rate is (total viewable impressions / total impressions) x 100. By IAB standard - for display ad - 50% of the ad for at least 1 continuous second and for video 50% of ad for at least 2 continuous seconds.

#### Attention

We extend the standard Viewability metric by introducing "Attention" — defined as the ad being **continuously in view** **for at least 2.5 seconds** with **at least 50%** of its pixels visible. This applies to both display and video ads equally.

#### Total and Average In-View Time

We build on the Viewability standard by measuring the **entire duration** an ad remains in view on the user’s screen (with at least 50% visibility). Whenever a user scrolls to the ad, away from it, and then back again — we track all these in-view moments and **accumulate** the time.

- The **Total In-View Time** is the **sum** of all such viewable durations across all users.
- The **Average In-View Time** is calculated by dividing the Total In-View Time by the number of **viewable impressions**.

#### Clicks

When someone clicks your ad, Eskimi DSP counts that as a click.

- A click is counted even if the person doesn't reach your website, maybe because it's temporarily unavailable. As a result, you might see a difference between the number of clicks on your ad and the number of visits to your website.
- Clicks can help you understand how well your ad is appealing to people who see it. Relevant, highly-targeted ads are more likely to receive clicks.

#### Companion Impressions &amp; Clicks  


Some ad formats, such as video and audio, may be accompanied by a companion banner.  
These companion banners can present as a 5s end card for video, or as a banner shown with the audio ad.   
When Companion Banners are included, the campaign will report "Companion impression" and "Companion clicks" metrics under the “Event metrics” part.

#### ER (Engagement Rate)

A metric used to measure the level of user engagement with a specific ad or campaign, calculated as the percentage of users who interacted with the ad divided by the total number of Viewed impressions.

#### Conversions  


- **Total conversions:** number of conversions our client has registered, irrespective of where they came from.
- **Attributed conversions:** number of conversions attributed to some marketing channel, e.g., Eskimi.
- **Post-click conversions:** number of attributed conversions that happened after user clicked an ad.
- **Post-view conversions:** number of attributed conversions that happened after user has seen an ad. If the user clicks after seeing an ad, the conversion will be attributed to post-click.
- **Conversion attribution window:** time between click and conversion, or impression and conversion. Common settings are 28 days for clicks and 7 days for views, but windows differ by platform, so check the window used before comparing results.
- **Post-click/post-view conversion rate:** number of attributed conversions divided by ad interactions (clicks).
- **Cost per conversion:** total campaign cost divided by total attributed conversions.

**Conversions in Eskimi:**

1. Post-click conversion - a conversion that occurred within a set post-click attribution window. This number of conversions counts into the total amount (in Conversions report). Also, it is included in Custom conversions report as Post-click.
2. Post-view conversion - a conversion that occurred within the set post-view attribution window. This number of conversions counts into the total amount (in Conversions report). Also, it is included in Custom conversions report as Post-view.

#### Rich Media Creative Events

**Default metrics, which should be present in every Rich Media solution released by Eskimi platform:**

- **Main Event** - Templated and Custom Rich Media banners have regular added events to track actions like mouse-over, touch and first interaction with the banner. Those events are used in all Rich Media banners and they don't change.
    
    
    - Main and first event trigger (swipe, drag, shake), whatever the main interaction of the ad is - that's where the "main" interaction of the Rich Media ad is placed. There, you will be able to see the "Main" event metric.
- **Side Event** - Custom Rich Media banners can have individually added events to track certain custom actions in the banners. Sometimes, the ads will have default side interaction metrics. But usually, if you want to see any additional metrics of your Rich Media banner performance, you can request adding these metrics on top.
- **Other Events** - The user has placed his mouse over the ad and touched the ad with his finger. Any usability events. These are not calculated towards the "main" engagement rate.

**Main events examples:**

**Main** - Triggered when the user first interacts with the RM. Should be triggered only once.  
**Mouse\_Over** - Triggered the first time the user moves the mouse over the RM (desktop).  
**Touch** - Triggered the first time the user touches the RM with a finger (mobile devices). In Eskimi templated Rich Media, Mouse\_Over and Touch are counted once per ad view, and only whichever happens first. A touch is not a click: it does not open the landing page and is not counted in clicks, CTR or the engagement rate.

Side events examples:  
**CloseAd** - Triggered when user closes an ad. Typically, floating and takeover Ads.  
**Swipe\_Right** - Triggered when user swipes right. Typically carousel or draggable Ads.  
**Seen\_frame\_\[number\]** - Triggered when ads have multiple frames and the user navigates through them.

### Summary

Eskimi DSP buys all inventory on CPM; CPC, CPA, CPV and the other cost metrics are results and optimisation goals. Most report rates divide one count by another, so check the denominator before comparing two figures: CTR, VTR and cVTR divide by impressions, VCR divides by video starts, and CVR divides by clicks.

Rich Media events such as Main, Touch and Mouse\_Over measure interactions with the ad itself. Only Main counts towards the engagement rate, and none of them is a click.