What are the metrics available?
All metrics come from Google Ad Manager. So, if a user compares the Pubstack GAM data and a report from his GAM account, he will see the same figures.
Metrics displayed:
- Revenue
- Impressions
- eCPM
- Viewability
Filters dimensions:
- Sites
- Ad Units
- Demand channels
- Devices
- Countries
- Ad unit path (L1 => L5)
The “Ad Unit Path Level” dimensions allow the users to explore their data in a completely new way. If their ad unit hierarchy is normalized, it will be really easy to know how much revenue all the sections bring, or compare the performance, in terms of viewability and eCPM, between sections.
“Others” bucket
In order to ease the visualization and highlight the best “sources”, we decided to display the top 5 values of the current view in terms of revenue and merge all other values into a generic bucket “Others” for the Dashboard, and the top 8 values for the Breakdown.
What type of information can we retrieve?
Pubstack created 4 views on the dashboard to allow the user to explore and analyze their stack: Demand Channels, Sites, AdUnits, and Devices.
The user will be able to change the view by using the drop-down at the top of the screen.
View by Demand Channels❄️
Pubstack adds a new dimension “Demand Channels” to explore the data. This dimension is based on several algorithms to compute the right value. Here are the current demand sources.
Google demand gathers revenue from Ad Exchange, Ad Sense, Ad Mob, and Preferred deals. So, the figures should be the same between the Real-Time Overview and the GAM Overview for the inventory mapped (tagId/adunit). The Google demand is computed using a mix of line items and yield groups.
Open Bidding gathers the revenue from Open Bidding source. All revenue from Ad Exchange passing through the Open Bidding source are categorized as Open Bidding like any other bidders or partners. It’s the same behavior that the Real Time Overview
Prebid demand source is computed by Pubstack using the line item level. Pubstack categorizes each line item containing Prebid targeting as “Prebid”. The targeting identification is done before evaluating the line item type, meaning we can identify Prebid line items if you have set them as "Sponsorship" line items.
Amazon TAM works like Prebid, the demand source is computed by Pubstack using the line item level. Pubstack categorizes each line item containing an Amazon targeting. The targeting prefix used is amzbid. The targeting identification is done before evaluating the line item type, meaning we can identify Amazon TAM line items even if the publisher sets them as “House” line item.
Guaranteed campaigns contain all revenue from the line item types Sponsorship and Standard. Pubstack uses the CPM entered by the user. So, there is the GAM limitation here: “Data might be inaccurate if user-entered line item CPMs don’t match actual payment.”
Non-guaranteed campaigns contains all revenue from the line item type Price Priority, Bulk and Network minus the line items categorized as Prebid or Amazon TAM. Pubstack uses the CPM entered by the user. So, there is the same GAM limitation here: “Data might be inaccurate if user-entered line item CPMs don’t match actual payment.”
Filler is an alias of House line item type. Pubstack uses the CPM entered by the user. So, there is the same GAM limitation here: “Data might be inaccurate if user-entered line item CPMs don’t match actual payment.”
Others gathers all other revenue that has not been categorized
View by Sites🌐
The user will find on this view 100% of the GAM Revenue. The inventory mapping table ”allows to match each line of revenue to 1 adUnit within 1 site (Pubstack).
As you know, this is not always possible (for example, if a GAM adUnit is not in Prebid). When Pubstack is not able to map the ad unit path into a Pubstack site or ad unit, the website is set to “unknown”.
In the filter widget, the user will be able to include/exclude these values as any other dimension value.
View by AdUnits 🌿
Same behavior as "By Sites🌐". When Pubstack is not able to map the GAM ad unit path into a Pubstack site or ad unit, the tag id is set to “unknown”.
View by Devices 💻
