Data dictionary

The table below provides detail about the performance metrics and data available to you when using our reporting tools: the Reporting API, Reports in the Index UI, our reporting dashboards in the UI, and Client Audit Logs (CAL). If you see a reporting metric that you would like access to, please contact your Index Representative.

General Notes

  • All reporting data is in Standard settings, which is in USD and Universal Time Coordinated (UTC) by default. You can also create a report that includes data in your local currency and time zone. For more information about report settings, see Create a report.
  • Blank values display as "omitted".
  • A dimension is a category by which you can group data in a visualization. For example, if you had a bar chart that represented sales by product type, the dimension is product type. In a bar chart, a dimension is usually on the x-axis. In a pie chart, the dimensions are usually the slices of the pie.
  • A measure is a calculation used in visualizations. For example, if you have a bar chart that represents sales by product type, the measure is the total sales in dollars. In a bar chart, a measure is usually on the y-axis. In a pie chart, the measure is usually the sum of each slice's value.
  • A calculated measure is a business-value calculation created using combinations of the core data.

Note: The Reporting API is available for publishers, DSPs, and buyers. Reports in the Index UI is currently only available for publishers and buyers.

Metrics and Data

Metric Type Available in Description

a_domain

Dimension, string

CAL

Advertiser domain passed to Index from DSPs.

Note: The data in this field may be anonymized in some bid event log types, in which case the value will be XXXXX.

ad_server_win_rate

Calculated measure

Reporting API, Index UI

Rate of impressions served from the number of bids that were sent to the ad server.

Calculation: impressions / bid_chosen

ad_spend

Integer

Reporting API, Index UI

Gross revenue for the publisher before share.

app_bundle

Dimension, string

CAL, Reporting API, Index UI

A platform-specific mobile application ID intended to be unique to the application. This dimension does not apply to web or mobile web traffic.

Possible values:

  • android ID = string, package name
  • IOS ID = numeric identifier
  • n/a = not applicable

auction_id

String

 

CAL

 

Unique identifier of the associated auction.

Note: The data in this field may be anonymized in some bid event log types, in which case the value will be XXXXX.

auction_type

String

Reporting API, Index UI

The type of auction that was conducted. Either first price or fixed auction.

average_competing_bid_price

Measure, Integer

Index UI, Reporting API

The average price of all competing bids received. Competing bids include both bid_chosen and bid_eligible bids.

Note: This field is only available for buyers.

average_measured_viewability

Measure, Numeric

Index UI, Reporting API

The average measured viewability. For dimensions selected, average_measured_viewability = total_viewable_impressions / total_measured_impressions.

Note: This metric is only available on or after July 1, 2022.

For more information about what viewability is and how we measure it, see What is viewability? (Beta)

audience_id

String

CAL

Audience Identifier (only available in certain cases).

bid_below_floor

Measure

Reporting API, Index UI

Populated when a bid response is below the floor price set for the auction.

bid_below_floor_opportunity

Measure

Reporting API, Index UI

Sum of bid prices from bid_below_floor events.

bid_blocked

Measure

Reporting API, Index UI

Populated when the bid is blocked because of the publisher's creative settings.

bid_blocked_opportunity

Measure

Reporting API, Index UI

Sum of bid prices from bid_blocked events.

bid_chosen

Measure

Reporting API, Index UI

The highest bid in a given auction that is submitted to the ad server as a candidate to potentially win an impression.

The bid_chosen and bid_eligible responses are mutually exclusive.

bid_chosen_opportunity

Measure

Reporting API, Index UI

Sum of CPM bid prices from bid_chosen events.

bid_eligible

Measure

Reporting API, Index UI

A bid response that has no blocks and is eligible to compete in the auction. Unlike bid_chosen responses, eligible bids are not the highest bid of a given auction, and are therefore not sent to the ad server.

bid_eligible_opportunity

Measure

Reporting API, Index UI

Sum of bid prices from bid_eligible events.

bid_error

Measure

Reporting API, Index UI

The total number of times the system received a response containing an error from the bidder.

bid_in_review

Measure

Reporting API, Index UI

Populated when the bid is associated with a campaign that is currently waiting to be reviewed or audited.

bid_in_review_opportunity

Measure

Reporting API, Index UI

Sum of bid prices from bid_in_review events.

bid_pass

Measure

Reporting API, Index UI

Populated when there is a "no bid" response from a downstream partner. The total number of times a bidder passed on a bid request. This metric is based on the number of times a bidder actually submits a pass response (also known as a “no bid” response) to the IX Wrapper Library.

bid_request

Measure

Reporting API, Index UI

An OpenRTB bid request sent to a downstream partner (DSP or bidder) requesting a response for potential impressions.

bid_stage

Dimension, string

CAL

Granular information about a bid response event, such as bid error or blocked bid. Possible values in your client audit logs are listed below:

rejected_campaign

invalid_dealid

blocked_by_publisher

blocked_brand

exclusive_brand

response_validation

http_error

bid_below_onecent

response_too_large

response_validation_video

internal_error

invalid_encryption

Note: This field is only available for log files associated with bid event types for DSPs and buyers only.

bid_timeout

Measure

Reporting API, Index UI

The total number of times a bid was returned after the designated timeout window. It's populated when Index can determine that a partner timed out.

billing_term_id

Integer

 

CAL, Index UI

The unique identifier for the billing_term that was applied on the impression.

Current functionality:

  • An ID of0 indicates that the publisher's standard rate was applied. This may change over time as we build out more transaction features.
  • An ID greater than 0 indicates that an Exchange Fee Reduction (XFR) was applied, which you'll see reflected in the pub_rev_share field.

Future functionality may include additional transaction features. In this case, we may add publisher rates or potentially capture all rate types. Please keep this in mind when you are designing your reporting framework.

Note: This field is only available for log files associated with impression event types.

brand_id

Integer, long

CAL, Reporting API, Index UI

Index identifier for the brand_name.

Note: The data in this field may be anonymized in some bid event log types, in which case the value will be -1.

brand_name

 

Dimension, string

CAL, Reporting API, Index UI

The product or service being advertised.

browser

Dimension, string

CAL, Reporting API, Index UI

 

The name of the browser associated with this impression. The possible values for reports containing data before March 1, 2022 are:

  • CHRM

  • EDGE

  • FIRE
  • IEXP
  • OPER
  • SAFA 
  • IAPP 
  • unknown
  • NETS
  • other

The name of browser associated with this impression. The possible values for reports containing data after March 1, 2022 are:

  • Chrome
  • Edge
  • Firefox
  • Internet Explorer
  • Opera
  • Opera Mobile
  • Safari
  • unknown
  • other
  • MIUI Browser
  • HeyTap Browser
  • Samsung Browser
  • Steam
  • VivoBrowser
  • Amazon Silk
  • Yandex.Browser
  • webOS Browser
  • Android Browser
  • Chrome Mobile
  • HuaweiBrowser

buyer_volume_incentives_applied

Dimension

CAL, Index UI, Reporting API

Indicates whether the transaction was involved in the Buyer Volume Incentives program. The value is yes if the program was applied to the transaction, and no if it was not applied.

buyer_volume_incentives_savings_amount

Dimension

CAL, Index UI, Reporting API

The savings amount the buyer realizes by participating in the Buyer Volume Incentives program.

Note: If the buyer is not participating in the program, or if other discounts are already applied, the value will be 0.000000.

buyer_name

Dimension

Reporting API, Index UI

The buyer or agency spending advertising budget to serve ads on publisher sites.

buyer_seat_id

Dimension

Index UI, Reporting API

A unique buyer identifier that is associated with a trading desk.

Note: This field is only available for buyers.

buyer_total_bids

Measure, integer

Index UI, Reporting API

The total number of bids, regardless of whether they were candidates to compete in an auction.

Note: This field is only available for buyers.

buyer_total_bid_opportunity

Measure, integer

Index UI, Reporting API

The total bid opportunities.

Calculation: Sum of all Bid Opportunity events.

Note: This field is only available for buyers.

buyer_win_rate

Measure

Index UI, Reporting API

The percentage, as a decimal from 0 to 1, of bids placed by the buyer that lead to impressions being served.

Note: This field is only available for buyers.

campaign_id

Dimension, long

CAL

Index identifier for a campaign.

Note: The data in this field may be anonymized in some bid event log types, in which case the value will be -1.

campaign_name

String

CAL

Campaign name mapping.

company_name

String

Reporting API, Index UI

The name of company set up in the Index system.

competing_bids

Calculated measure

Reporting API, Index UI

 

Total number of bids that were candidates to compete in the auction.

Calculation:

bid_eligible + bid_chosen

cookie_match_status

Dimension, string

CAL

 

Cookie match status. Possible values are:

  • matched = Index has a buyeruid for the corresponding DSP.
  • unmatched = Index has no buyeruid for the corresponding DSP.
  • attempted = Index has attempted to reach out to the DSP for a buyeruid, but no response has been received.
  • expired = the buyeruid has exceeded its expiration time and needs to be re-matched.
  • skipped = the DSP has explicitly indicated that Index should not try to obtain a match for this user.

country

Dimension, string

CAL, Reporting API, Index UI

2-character ISO country code.

unknown = unrecognized country.

cpm

Calculated measure

Reporting API, Index UI

The cost per 1000 impressions.

Calculation:

Sum (ad_spend) / sum (impressions) * 1000

creative_id

Integer

CAL

 

Identifier for the creative.

creative_type

Dimension, string

CAL, Reporting API, Index UI

The type of ad being requested. The possible values for reports containing data before March 1, 2022 are:

  • banner
  • video
  • native
  • other

The possible values for reports containing data after March 1, 2022 are:

  • banner
  • video
  • native

day

Dimension

Reporting API, Index UI

Timestamp in UTC (Coordinated Universal Time), floored to the day.

Note: Publishers can create reports in their local time zone. For more information, see Create a report.

dc_location

String

Reporting API

The location of the data center where the request originated. For example, "Hong Kong".

Note: This field is only available for DSPs.

dc_region

String

Reporting API

The region of the data center where the request originated. For example, "APAC".

Note: This field is only available for DSPs.

deal_ad_spend

Integer

Reporting API, Index UI

Gross revenue associated with private marketplace activity, transacted on deal_id.

deal_cpm

Calculated measure

Reporting API, Index UI

The cost per 1000 impressions, specific to a deal.

Calculation:

Sum (deal_ad_spend) / Sum (deal_impressions) * 1000

deal_ecpm

Calculated measure

Reporting API, Index UI

The net cost per 1000 impressions, specific to a deal.

Calculation:

Sum (deal_publisher_payment) / Sum (deal_impressions) * 1000

deal_id

Dimension, string

CAL, Reporting API, Index UI

Corresponds to the OpenRTB deal_id An alphanumeric string that represents a private marketplace deal that DSPs can bid on.

deal_name

Dimension, string

Reporting API, Index UI

The name given to the deal.

deal_impressions

Measure

Reporting API, Index UI

Total impressions rendered that transacted on a deal_id.

deal_publisher_payment

Float

Reporting API, Index UI

Net revenue in associated with private marketplace activity, transacted on deal_id.

demand_channel

Dimension

Reporting API, Index UI

Indicates whether account activity was conducted on the open market or in a private market. The possible values are:

  • open = transactions that transacted in the open market.

  • deal = deals that transacted in the private market.

  • inventory_packages = transactions that occurred using Inventory Packages.
  • platform_deal = deals that transacted using Matched Audiences.

device_type

Dimension, string

CAL, Reporting API, Index UI

The type of device from which the impression originated. Possible values:

  • mobile/tablet = when the UA is from a mobile or tablet like a Samsung galaxy.
  • personal_computer = a Macbook Pro.
  • connected_tv = a TV that has built in connection to the internet, like a Samsung smart TV.
  • phone = an iPhone or Nokia.
  • tablet = an iPad or Amazon Fire HD.
  • connected_device = an Amazon Firestick, Xbox, PlayStation, Apple TV.
  • set_top_box = a Comcast X1 Box (or type of cable box).

discount_amount

Dimension, double

CAL, Reporting API, Index UI

The dollar amount that a publisher has discounted the final price of the deal transaction. The percentage discount is set by the publisher on the deal as a spend incentive. Bids with this deal setting compete as normal and the discount set by the publisher is applied upon auction win.

Note: This field is only available for log files associated with impression event types.

dma

String

CAL

Designated market area (DMA).

domain

Dimension, string

CAL, Reporting API, Index UI

Populated by the domain extracted from the URL of the slot_request.

Returns the top level domain with a public suffix.

For example:

x.adwords.google.co.uk returns google.co.uk, since co.uk is a public suffix.

Similarly, a bid request made from myblog.blogspot.com returns the same domain, myblog.blogspot.com, since blogspot.com is a public suffix.

Note: This dimension does not apply to in-app traffic. n/a = not applicable.

dsp_bid_rate

Calculated measure

Reporting API, Index UI

 

Rate that Index received responses from the bid requests that Index sent.

Calculation:

(bid_in_review + bid_blocked +
bid_eligible + bid_chosen +
bid_below_floor + bid_error) /
bid_requests

dsp_id

Dimension, integer

CAL, Reporting API, Index UI

 

Index DSP identifier.

dsp_name

Dimension

RReporting API, Index UI

The demand-side platform that represents multiple trading desks.

dsp_win_rate

Calculated measure

Reporting API, Index UI

 

Percentage of impressions served from the competing bids.

Calculation:

impressions / competing_bids

ecpm

Calculated measure

Reporting API, Index UI

The net cost per 1000 impressions.

Calculation:

Sum (publisher_payment) / Sum (impressions) * 1000

event_opportunity

Double

CAL

Bid value or opportunity value for the event type (bid value for bids and impressions).

event_type

String

CAL

Specifies the type of event shared in the log file. An impression event is logged when an auction is won in the ad server and a creative is served on a page. A bid event is logged with the DSP's response to the bid request. Possible values in your client audit logs for impression events and bid events are below:

impression = An auction is won in the ad server and a creative is served on a page.

bid_chosen = The highest bid in a given auction that is submitted to the ad server as a candidate to potentially win an impression. This field and the bid_eligible field are mutually exclusive.

bid_eligible = The bid response has no blocks and is eligible to compete in the auction. Unlike bid_chosen responses, eligible bids are not the highest bid of a given auction, and are therefore not sent to the ad server.

bid_below_floor = the bid falls below the floor price set for the auction.

bid_in_review = The bid is associated with a campaign that is currently waiting to be reviewed or audited.

bid_error = The bid is unusable because it is classified as an error, which can be caused by a number of things. For example, the bid falls below the minimum bid of $0.01.

bid_timeout = The bid was returned outside the bidder's designated bid timeout window.

bid_pass = An explicit "no bid" pass response from a downstream partner.

gross_revenue

Measure, double

CAL

 

Gross revenue for the publisher before share.

hour

Dimension

Reporting API, Index UI

 

Timestamp in UTC (Coordinated Universal Time), floored to the hour.

Note: Publishers can create reports in their local time zone. For more information, see Create a report.

impressions

Measure

Reporting API, Index UI

 

Specifies the total number of impressions, including deal impressions. An impression occurs when an auction is won in the ad server and a creative is served on a page.

index_fee_for_buy_side

Measure

Reporting API

Index's fee applied to the transaction.

Note: This fields is only available for DSPs.

internal_deal_id

Long

CAL, Reporting API, Index UI

Internal Index deal identifier.

inventory_channel

Dimension, string

CAL , Reporting API, Index UI

 

The environment through which the ad is shown. The possible values are:

min_bid_to_win

Double

CAL

The bid you would have needed to submit in order to surpass all other bidders and seller-wide floors in the Index auction. This field is only included if your bid lost the auction.

Note: This field is only available for log files associated with bid event types for DSPs and buyers only. Also, this field does not apply to auctions that were won by a deal bid.

month

String

Reporting API, Index UI

Timestamp in UTC (Coordinated Universal Time), floored to the month.

Note: Publishers can create reports in their local time zone. For more information, see Create a report.

net_revenue

Measure, double

CAL

The publisher's net revenue. We provide net_revenue and pub_rev_share to buyers in cases where the publisher has agreed to share this information. Publishers always receive these values.

Note: gross_revenue * pub_rev_share = net_revenue.

open_ad_spend

Measure

Reporting API, Index UI

The publisher's gross revenue associated with open marketplace activity.

open_impressions

Measure

Reporting API, Index UI

The total number of open market impressions that were actually rendered.

open_publisher_payment

Measure

Reporting API, Index UI

The publisher's net revenue associated with open marketplace activity.

Note: This field is only available for publishers.

operating_system

Dimension

CAL, Reporting API, Index UI

The name of the operating system associated with this impression. The possible values for reports containing data before March 1, 2022 are:

  • ANDR 
  • IOSP
  • LINX
  • MACO
  • WINP
  • other
  • unknown
  • WIND 

The name of the operating system associated with this impression. The possible values for reports containing data after March 1, 2022 are:

  • Android
  • Chrome OS
  • iOS
  • iPad OS
  • tvOS
  • Linux
  • Linux - Ubuntu
  • OS X
  • other
  • Roku OS
  • SmartCast OS
  • Tizen
  • webOS
  • unknown
  • Windows 10
  • Windows 7
  • Windows 8
  • Windows 8.1
  • Windows Vista
  • Windows XP

original_take_rate

Measure, string

Index UI, Reporting API

The Index percentage as a decimal from 0-1 of the transaction amount before accounting for any XFR savings.

Note: This field is only available for buyers when the publisher has opted to share revenue, otherwise the value is omitted.

partner_name

Dimension

Index UI, Reporting API

The publisher name.

Note: This field is only available for buyers and DSPs.

partner_id

Dimension, long

CAL, Reporting API, Index UI

Index publisher identifier.

p_id

Key value pairs

CAL

Unique identifier for Universal IDs. Only available in certain cases.

The format uses key value pairs. The first value is the provider_id, and the second value is the identifier. For example, [1:XYZ12345],[32:ABCDEF],[4:98765432]

Note: This field is only available for log files associated with impression event types.

p_ids

String

CAL

Unique identifiers for people-based IDs that allow Universal ID providers to attribute impressions to in-store purchases or conversions for brands. To learn more, see List of supported Universal ID providers. Also allows publishers who enable Universal ID providers to curate people-based audiences.

The format is an array of key value pairs wrapped in a string. For example, "1:XYZ12345;32:ABCDEF;4:98765432"

  • The key value pairs are separated by a semicolon (;) delimiter.
  • The key represents the provider_id (for example, 3 = LiveRampIDL), and the value is the people-based identifier.
  • The keys and values are separated by a colon (:) delimiter.

Note: This field is only available for log files associated with impression event types. This field is not available for publishers.

prebidjs_version

Dimension, string

Reporting API, Index UI, CAL

The version of Prebid.js that the publisher is using to send slot requests to Index. Possible versions include:

  • 7.x

  • 6.x

  • 5

  • 4

Note: This field is only available in Reports in the Index UI for publishers, and in the Reporting API for publishers and DSPs. It is available for all customer types in CAL.

publisher_payment

Float

Reporting API, Index UI

The publisher's net revenue. All revenue is measured in. Index provides net_revenue and pub_rev_share to buyers in cases where the publisher has agreed to share this information. Publishers always receive these values.

publisher_payment_for_buy_side

Measure

Reporting API

The publisher's net revenue.

Note: This field is only available for DSPs.

publisher_revenue_share_for_buy_side

Measure

Reporting API

The percentage, as a decimal from 0 to 1, of the publisher share of the revenue from the transaction. Only available when the publisher has explicitly opted to share this information, otherwise this field is omitted.

Note: This field is only available for DSPs, and can only be included if partner_name is also included.

pub_rev_share

Dimension, double

CAL

The publisher revenue share, or, the percent of ad spend Index pays out to the publisher. This is a fraction between 0 and 1; when multiplied by 100, you get the percentage value. For example, 0.75 means that 75% of ad spend goes to the publisher.

Note: gross_revenue * pub_rev_share = net_revenue. We provide net_revenue and pub_rev_share to buyers in cases where the publisher has agreed to share this information. Publishers always receive these values. Also, the data in this field may be anonymized in some event logs, in which case the value will be -1.

publisher_revenue_share

Dimension

Index UI

The percentage, as a decimal from 0 to 1, of the publisher share of the revenue from the transaction. Only available when the publisher has explicitly opted to share this information, otherwise this field is omitted.

region

Dimension

Reporting API, Index UI

Geographical region. The possible values are:

  • EMEA
  • APAC
  • LATAM
  • OTHER
  • NA
  • UNKNOWN

region_market

Dimension

Reporting API, Index UI

Geographical regions, along with select key countries in those regions. The possible values are:

  • APAC - AU
  • APAC - IN
  • APAC - JP
  • APAC - KR
  • APAC - NZ
  • APAC - OTHER
  • EMEA - DE
  • EMEA - ES
  • EMEA - FR
  • EMEA - IT
  • EMEA - NL
  • EMEA - OTHER
  • EMEA - PL
  • EMEA - TR
  • EMEA - UK
  • LATAM - BR
  • LATAM - MX
  • LATAM - OTHER
  • NA - CA
  • NA - US
  • OTHER

site_id

Dimension, integer

CAL, Reporting API, Index UI

 

Index site identifier.

site_name

String

Reporting API, Index UI

The name of the site.

size

Dimension, string

CAL, Reporting API, Index UI

The size of the ad, in pixels, being requested. The possible values are:

  • display = advert width by height
  • video = player width by height

Note: This metric should only be used in relation to impressions and ad spend and not for bid or slot cycle metrics.

slot_error

Measure

Reporting API, Index UI

A catch-all condition for a broken slot response.

slot_id

Dimension, string

CAL

Slot identifiers received from a header integration (either IX Library™ or a third-party wrapper).

slot_pass

Measure

Reporting API, Index UI

Populated when there are no competing bids from all DSPs.

slot_request

Measure

Reporting API, Index UI

An ad request for a potential impression.

slot_timeout

Measure

Reporting API, Index UI

Populated if Index does not respond in time for the publisher's auction.

slot_valid

Measure

Reporting API, Index UI

A response that is a candidate to win the upstream auction and serve an impression.

state

Dimension, string

CAL

 

State - US only.

supply_source

Dimension, string

 

CAL, Reporting API, Index UI

The source of the bid request upstream from Index, which specifies where the bid actually comes from.

  • direct (tag-based)
  • adapter = publisher is using Index inside a third-party wrapper
  • wrapper = publisher is utilizing the IX Library
  • ebda = publisher is using Google Open Bidding product
  • enterprise = publisher is using Index's enterprise product
  • other

take_rate

Measure, string

Index UI, Reporting API

The Index percentage as a decimal from 0-1 of the transaction amount after accounting for any XFR savings.

Note: This field is only available for buyers when the publisher has opted to share revenue, otherwise the value is omitted.

timestamp

String

CAL

Timestamp in UTC.

total_bids

Calculated measure

Reporting API, Index UI

Total number of bids, regardless of whether they were ever candidates to compete in an auction.

Calculation:

bid_in_review + bid_blocked +
bid_eligible + bid_chosen +
bid_below_floor + bid_error

total_bid_opportunity

Integer

Reporting API, Index UI

Sum of all bid_opportunity responses + ad_spend.

total_measured_impressions

Measure, Numeric

Reporting API, Index UI

The total number of impressions that Index was able to gather viewability data for.

Note: This metric is only available on or after July 1, 2022.

For more information about what viewability is and how we measure it, see What is viewability? (Beta)

total_viewable_impressions

Measure, Numeric

Reporting API, Index UI

The total number of impressions measured that were viewable as defined by the IAB Viewability Standard.

Note: This metric is only available on or after July 1, 2022.

For more information about what viewability is and how we measure it, see What is viewability? (Beta)

trading_desk_id

Integer, long

CAL, Reporting API, Index UI

Index identifier for trading desk that indicates the buyer_name.

video_placement_type

Dimension, string

CAL, Reporting API, Index UI

The type of placement associated with a video impression. The possible values are:

  • In-stream

  • In-article

  • In-feed

  • Floating Placement

  • In-banner

  • Unknown

  • Other

Note: This field is only available in Reports in the Index UI for publishers, and in the Reporting API for publishers and DSPs. It is available for all customer types in CAL.

winning_bid_price

Dimension

Index UI, Reporting API

The winning bid price, before accounting for Index fees and eligible incentive programs, for example XFR.

Note: This field is only available for buyers and DSPs, and is expressed as the total dollar value, not as eCPM.

xfr_savings_amount

Measure

Index UI, Reporting API

The savings captured by publishers as a result of the XFR program. XFR savings increase the net bid in an auction, and increases a buyer's working media by reducing the Index fee. This can result in higher overall win rates.

Note: This field is only available for buyers.

xfr_applied

Dimension

Index UI, Reporting API

An indication of whether an XFR rate was applied on the transaction.

Note: This field is only available for buyers.

zip_postal

String

CAL

Zip or postal code.