Measuring and defining ad metrics at Adnami

An overview of how ad metrics available within the Adnami Reporting are defined

Metric	Definition
Creative Code	The unique code of every creative
Site	The domain the creative was served on. In most cases we read the URL the banner was displayed on to identify the site. If reading the URL banner is not possible, we look at the source macro (data-adnm-source) in the DSP tag to determine and identify the site. If neither works, we will use the initial URL we receive (safeframe, doubleclick, etc.). These initial URLs delivered valid impressions however, for some not common reason the URL could not be registered.
Impressions	The number of sessions the creative was served.
Impressions Viewed	The number of impressions where the creative was in view for 1 second. Read more about how we measure viewability.
Viewability	Impressions Viewed / Impressions Read more about how we measure viewability.
Clicks	The number of sessions where a click results in the user navigating to a landing page. This can be a maximum of 1 per session.
CTR	Clicks / Impressions
Engagement	The sum of: clicks to a landing page (click through) + clicks on interactive elements in the banner. This can be a maximum of 1 per session.
Engagement Rate	Engagement / Impressions
Time in View	The amount of time the ad was in view. For High Impact ads the measurement starts when the ad in more than 30% inview, an ends when it is less that 30% is inview. This takes into account the viewability thresholds.
Average Time In View	Time in View / Number of impressions where time in view is measured.
APM (Attention per Mille)	Estimates the level of attention generated per 1,000 visible impressions. Read more about the Adnami Attention Score.
eAPM (Effective Attention per Mille)	This is a representation of how efficient an ad campaign is. It combines the quality of the impressions bought (in terms of viewability) with the quality of the creative served in a targeted context. Read more about the Adnami Attention Score.
Video Starts	The number of times a video ad started playing
Video First Quartile	The number of times a video ad finished playing the first quartile
Video Halfs	The number of times a video ad finished playing half of the video
Video Third Quartile	The number of times a video ad finished playing the third quartile
Video Complete	The number of times the video ad finished playing the whole video.
VTR (view through rate)	Video Completes / Video Starts This is an expression of how many views ended in a completed video.
Avg. Video View Rate	This is an expression of how much of the video was viewed on average.