Total Visibility Metrics Glossary

Metric

Definition

Quality Spend

Percentage of total spend that went towards the purchase of quality impressions (viewable, brand safe, and invalid traffic-free).

qCPM

Average cost of 1,000 quality impressions (viewable, brand-safe, and invalid traffic-free.)

eCPM

Average cost of 1,000 impressions (industry standard).

Total Spend

Total cost of programmatic ads monitored by Total Visibility.

Total Flagged Spend

Total amount of money spent on unviewable, brand unsafe, and invalid traffic.

Total Tracked Ads

Total number of programmatic ads monitored by Total Visibility.

Media Cost

The amount of spend that left the DSP for the SSPs (without DSP fees).

Take Rate

The percentage of total spend consumed by fees (can include third-party) as reported by DSP.

IVT

Invalid traffic as deemed by IAS.

Unviewable

Unable to be seen ad as deemed by IAS and according to MRC guidelines.

Brand Unsafe

Placements deemed to be near risky content by team brand safety thresholds.

Total Flagged Media

Total amount of traffic deemed as non-quality media. Multiple violations on a single impression are only counted as one in the total so it may not be the sum of the individual violations.

Media Quality

IAS classification of ad. For Total, ads with multiple violations are only counted once.

Impression Rate

Percentage of impressions identified as unviewable, brand unsafe, and/or invalid traffic.

Spend Rate

The percentage of cost characterized by the specific media quality.

Impressions (for Total Visibility)

Number of unviewable, brand unsafe, and invalid traffic impressions.

Spend

Amount of money spent on a certain media quality.