Xandr: Most-used fields

Fees charged for the technical delivery and serving of advertisements.

Fees charged for ad serving, expressed in the buyer's local currency.

The custom code assigned to the advertiser.

The currency used by the advertiser.

The unique identification number for each advertiser. If the value is 0, either the impression was purchased by an external buyer, or a default or PSA was shown.

The name of the advertiser.

The estimated number of unique individuals or devices that have been exposed to advertisements.

The approximate number of unique consumers who viewed an impression due to cross-device audience extension.

The total number of unique cookies, mobile devices, or other device types reached by the impressions.

The minimum price that a seller will accept for a given impression or deal.

Total fees charged for impressions bought from third parties, in addition to the buyer's media cost. This field matches 'Buyer Auction Service Charge' if the contract includes a BASC rate greater than 0%.

Auction service fees denominated in the buyer's transaction currency.

The percentage of auctions in which a buyer submitted a bid, representing their participation rate in a deal.

The total number of requests sent to potential buyers (bidders) for an impression opportunity.

The count of bid responses returned by Xandr where the creative ultimately did not render, often due to an external system selecting a different bid, a user leaving the page, lazy loading, or a video not playing.

The type of bid or optimization phase the system was in when bidding for an impression.

Unique identifier for the type of bid used in the auction (e.g., optimized, learn).

The unique identifier of the bidder who bought on the transaction.

The total number of bids submitted by buyers in response to bid requests for impression opportunities.

The number of impressions for which the buyer is financially responsible.

The currency used for invoicing and financial reconciliation on the Xandr platform.

The currency exchange rate used for billing and reconciliation purposes on the Xandr platform. These rates are sourced daily from Refinitiv and applied consistently across the platform for converting transactions between different currencies.

The unique identifier for a specific billing period.

The net revenue applied on the Line Item that won the impression.

The total revenue booked through a direct advertiser, expressed in the currency of that advertiser.

The revenue booked by the buyer to purchase this impression, in the buying currency.

The unique identifier for a specific brand. This is used in reports like 'Seller Brand Review Report' and 'Publisher Brand Review Report'.

The name of the brand. This is used in reports like 'Seller Brand Review Report' and 'Publisher Brand Review Report'.

Fees incurred by the buyer for ad serving services.

The effective cost per mille (eCPM) from the buyer's perspective.

The cost per thousand impressions incurred by the buyer.

The total media cost incurred by the buyer.

The total cost of the inventory purchased by the buyer, expressed in the buyer's transaction currency.

The ID of the buying member.

The display name of the buyer member.

The unique identifier for a buyer's seat, often corresponding to an advertiser ID from their Demand-Side Platform (DSP), used when bidding on impressions.

The identifier for the type of transaction or impression within the buying billing report.

The transaction currency used by the buyer to purchase the impression.

The classification or type of impression from a buying perspective (e.g., Blank, PSA, Default, Kept, Resold, RTB).

This field indicates the type of ad request or bid call, such as OpenRTB2 or Prebid, which influences how impressions are recorded and processed.

The custom code assigned to the campaign.

The unique identification number of the campaign.

The name of the campaign.

The rate of clicks to impressions, expressed as a percentage.

The total number of clicks across all impressions. Clicks are deduplicated by auction (maximum 1 click per unique auction) and have a 6-hour TTL.

Commissions incurred, expressed in the currency used by the buyer for the transaction.

The percentage of ad impressions or views that are completed from start to finish. This metric is commonly used to evaluate the effectiveness and engagement level of video advertising campaigns.

The rate of conversions to impressions.

The total cost to purchase third-party inventory via a Line Item.

The total media cost for direct publisher and purchased real-time inventory in the currency the buyer used to purchase the inventory.

The effective cost per acquisition.

The effective cost per acquisition in the buyer's currency.

The effective cost per click.

The effective cost per click in the buyer's currency.

The cost per video completion.

Defines the method by which advertising costs are calculated, such as Cost Per Acquisition (CPA), Cost Per Click (CPC), or Cost Per Mille (CPM - cost per 1000 impressions).

Cost per 1000 impressions. Calculated as Cost / Impressions * 1000.

The cost per 1000 impressions (CPM) in the buyer's currency.

A custom code assigned to the creative for identification.

This field represents deductions applied for creative hosting services. These are typically third-party costs charged for delivering a line item's creative assets, and can be viewed in billing reports.

Total fees charged for hosted creatives that exceed the creative size limit.

The unique identifier for the creative.

The display name of the creative.

Fees charged when creative usage exceeds specified limits, such as creative size.

Total fees charged for hosted creatives that exceed the creative size limit, expressed in the currency the buyer used to purchase the impression.

The number of impressions delivered on devices outside of the targeted segments, attributed to cross-device audience extension through a cross-device graph.

An advertiser who participates in or benefits from curated deals on the Xandr platform. Curated deals represent a negotiated agreement between a buyer and a curator, combining proprietary assets with Xandr Marketplace supply for enhanced campaign performance.

Curated deals represent a negotiated agreement between a buyer and a curator, combining proprietary assets like audience data or preferred inventory access with Xandr Marketplace supply to create unique offerings.

The advertiser associated with a specific curated deal on the Xandr platform. Curated deals integrate a curator's proprietary assets with Xandr Marketplace supply to deliver specialized advertising solutions for the involved advertiser.

The unique identifier of the advertiser associated with a curated deal.

The name of the advertiser associated with a curated deal.

This field represents the unique identifier assigned to a specific curated deal, used for targeting and reporting purposes within the Xandr platform.

The unique identifier of the insertion order within a curated deal.

The name of the insertion order within a curated deal.

The unique identifier of the line item within a curated deal.

The name of the line item within a curated deal.

The name of a deal that has been curated within the Xandr marketplace.

The profit margin retained by the curator in a curated marketplace.

The unique identifier for the curator member within the Xandr platform, used in reports to track activities related to curated marketplaces.

The net cost of media after any curator-specific adjustments within a curated deal.

The total cost in Euros that a curator pays to exchange sellers, after deducting any curator fees and margins.

The revenue generated by the curator through their curated deals.

The total cost incurred by the curator for their activities and deals.

This field represents the aggregated monetary value of costs associated with using third-party data segments and services in ad campaigns. These costs are incurred when third-party data is used to target users and win an impression.

Costs related to usage of data, in the buying currency. This is applicable when specific segments are applied in line items and associated pricing is displayed in the platform.

The day of the auction.

The name of the auction type for a specific deal, such as 'First Price' or 'Second Price'. This is relevant for 'Buyer Deal Metrics' and 'Seller Deal Metrics' reports.

The ID of the deal.

The name of the deal.

The classification of the deal, such as Open Auction, Private Auction, Curated, First Look, or Programmatic Guaranteed.

Unique identifier for the type of deal under which inventory was transacted.

The name of the deal type, such as 'Programmatic Guaranteed' or 'Private Auction'. This is relevant for 'Buyer Deal Metrics' and 'Seller Deal Metrics' reports.

Ad requests where a default creative was sent but no response was received from the end ad server.

The type of device on which an ad impression was served, such as "pc & other devices", "phone", or "tablet".

The non-inclusive end date for the report data. For hourly data, format is 'YYYY-MM-DD HH:MM:SS'; for daily, monthly, or yearly data, format is 'YYYY-MM-DD'.

The estimated number of people reached, deduplicated across user-specified dimensions. This metric is currently available in the US only.

Refers to the ad exchange platform where inventory is bought and sold.

The cost associated with transactions on the ad exchange.

Clicks recorded by an external click tracker.

Impressions recorded by an external impression tracker.

Ad requests filtered pre-bid by Xandr for inventory quality.

The ID of the user's city location.

The name of the user's city location.

The geographic country/region code in which the impression took place.

The country code of the user's location.

The country ID of the user's location. 250 is shown when the country is unknown or doesn't map correctly.

The name of the geographic country/region.

The Designated Market Area (DMA) associated with the impression's user, based on IP geolocation.

The ID of the user's Designated Market Area (DMA) location.

The name of the user's Designated Market Area (DMA) location.

The postal code of the user's geographical location.

The region of the user's location.

The region code of the user's location.

The region ID of the user's location. 4291 is shown when the region is unknown or doesn't map correctly.

The name of the region of the user's location.

The ratio of impressions won to the total number of impressions that matched targeting settings, expressed as a percentage.

The hour of the auction. For impressions older than 100 days, the day will be returned instead of the hour.

The type of impression (e.g., Blank, PSA, Default Error, Kept, Resold, RTB).

The total number of impressions recorded (served and resold).

The total count of available impressions that successfully matched the deal's targeting settings and buyer's acceptance status.

The number of impressions that were resold through direct publishers.

The number of measured impressions that were viewable according to the IAB Viewability definition.

The total number of impressions for which a bid successfully won the auction.

The percentage of bids that were rejected or deemed ineligible for a deal, calculated as the count of rejected bids divided by the total bids.

The custom code associated with the insertion order.

The unique identification number of the insertion order.

The name of the insertion order.

Unique identifier for the source of the ad inventory.

Name of the inventory source where the ad was served.

The custom code for the line item.

The unique identification number of the line item.

The name of the line item.

The total cost incurred for the advertising media or inventory.

The media cost for the buyer in the advertiser's preferred currency.

This field represents the currency used by the buyer (advertiser) for media costs within the Xandr platform.

The general display style of the creative (e.g., Banner, Pop, Interstitial, Video, Text).

The unique identifier for the media type, which defines the general display style of the creative (e.g., banner, video).

The general display style of the creative.

The ID of the media type to which the subtype belongs.

The default currency associated with a member account on the Xandr platform.

The unique identification number of the member.

The classification of a metric used to measure the performance of campaigns or deals.

The unique identifier for a mobile application to which an ad request's bundle was mapped.

The name of the mobile application where the impression occurred.

The month of the auction.

The rate of impressions won compared to the total number of bids made by the buyer for a deal.

The unique identifier for a package from which a deal was created. This value is 0 if the deal was not associated with a package.

Fees charged by third-party partners involved in the ad transaction.

Partner fees expressed in the currency used by the buyer for the transaction.

A custom code assigned to the placement for identification.

A logical grouping of placements used by publishers to organize and manage inventory, apply default settings, and categorize for targeting.

The unique identifier assigned by the Xandr API to a placement group.

The user-defined name for the placement group, used for identification.

The unique identifier for the placement where the ad was served.

The name of the placement where the ad was served.

The total number of recorded post-click conversions.

The total number of recorded post-view conversions.

Unique identifier for the type of media used for pricing (e.g., display, video).

Name of the media type used for pricing (e.g., display, video).

Determines the order in which an order line consumes ad capacity, as configured in the ad server. This field can be used to filter data based on priority levels (e.g., PRIORITY>=5).

The buyer's profit, expressed in the buying currency.

The effective profit per acquisition.

The effective profit per click.

The profit per 1000 impressions (eCPM), calculated as booked revenue minus total cost per 1000 impressions.

The effective profit per 1000 impressions in the buying currency.

The buyer's profit margin, calculated as (booked revenue - total cost) / booked revenue.

The count of Public Service Announcements (PSAs) or blank creatives served when no other eligible ad was available.

The currency used by the publisher for reporting and transactions.

The unique identification number of the publisher.

The name of the publisher.

The total net revenue.

Revenue generated, expressed in the buying currency.

The effective revenue per acquisition.

The effective revenue per acquisition in the buying currency.

The effective revenue per click.

The effective revenue per click in the buying currency.

The effective revenue per 1000 impressions (eCPM).

The effective revenue per 1000 impressions in the buying currency.

The revenue per video completion.

A user-defined unique identifier for a segment, allowing data providers to use their own identifiers within the Xandr backend for segment management.

The unique numerical identifier assigned by the Xandr API to reference a specific segment.

The descriptive name assigned to a segment, used for identification and display.

Refers to a negotiated deal associated with a seller. The 'deal_id' and 'deal_name' dimensions are available in reports like Publisher Analytics and Seller Bid Error Report, providing details on specific deals.

The internal ID of a deal as viewed or offered by a seller.

The display name of a deal as viewed or offered by a seller.

The ID of the selling member.

The name of the selling member.

The revenue earned by the seller. Revenue is a standard metric available across various report types.

This field represents the fees incurred for various services provided by the platform, such as ad serving.

General service fees charged for impressions bought from third parties, expressed in the transaction currency used by the buyer.

Total ad serving fees, expressed in the currency used by the buyer for the impression.

The domain of the website where the ad was served. This is available in reports such as 'Network Site Domain Performance' and 'Site Domain Performance Report'.

The unique identifier for a specific website (site) where ads are served. This is a common dimension in many reports.

The name of the site.

The ID of the split that purchased the impressions in this data set. Splits are only applicable to augmented line items.

The name of the split that purchased the impressions in this data set. Splits are only applicable to augmented line items.

The start date for the report data. For hourly data, format is 'YYYY-MM-DD HH:MM:SS'; for daily, monthly, or yearly data, format is 'YYYY-MM-DD'.

The total count of bids submitted by buyers in an auction.

The type of inventory (e.g., web, mobile_web, mobile_app).

A list of unique identifiers for segments that were targeted. This is relevant for reports like 'Buyer Segment Performance Report' and 'Curator Segment Performance Report'.

The aggregate number of ad requests sent to Xandr for auction opportunities.

The aggregate number of ad responses recorded within the Xandr platform.

The total number of post-view and post-click conversions.

The total amount of costs accrued over the reported period of time. This generally includes budgeted costs (media cost, data cost, partner fees, serving fees, commissions) and publisher revenue if tracking publisher payouts.

The total sum of media costs, data costs, and partner fees in the buying (advertiser) currency.

The total effective cost per acquisition.

The total effective cost per click.

The total effective cost per 1000 impressions (eCPM).

The aggregate cost associated with the usage of specific features or functionalities within the platform.

The total monetary value of data segments purchased from third-party data providers for targeting users.

The total costs associated with using segment data, calculated in the buyer's currency. This is relevant for the 'Buyer Data Usage Report'.

The total number of impressions where a cookie, device ID, or other identifying information was not included in the ad request.

The name or identifier of a third-party vendor providing data or services. This is relevant for the 'Vendor Usage Report'.

The costs associated with services or data from a third-party vendor. This is relevant for the 'Vendor Usage Report'.

The costs associated with services or data from a third-party vendor, calculated in the buyer's currency. This is relevant for the 'Vendor Usage Report'.

The unique identifier for a third-party vendor. This is relevant for the 'Vendor Usage Report'.

The name of a third-party vendor. This is relevant for the 'Vendor Usage Report'.

The classification of a third-party vendor based on the type of data or services it provides.

The total number of times the video creatives completed 25% of the entire duration.

The total number of times the video creatives completed 50% of the entire duration.

The total number of times the video creatives completed 75% of the entire duration.

The total number of times the video creatives played for the entire duration.

Errors encountered when a video ad defaults, often due to technical issues. This is relevant for 'Video Analytics' reports.

The total number of times a video error occurred.

Errors originating from the video player during ad playback. This is relevant for 'Video Analytics' reports.

The total number of video responses served to the player. An ad response occurs when the VAST document (XML) is served in response to a request.

The total number of times a user skipped the video.

The total number of times the first segment of the video creative was downloaded and started.

The total number of impressions that were measured for viewability.

The rate at which impressions were successfully measured for viewability.