The filters and dimensions can be divided into 4 groups:
- Advertiser related dimensions
- Ad serving related dimensions
- Performance and time dimensions
- Creative related dimensions
- Monetization specific dimensions
Advertiser related dimensions
These dimensions will appear in the filter area to narrow down the selection of advertisers into the visuals. In the breakdown you will normally find a combination of Bundle ID as the master key and the Title and Developer of the bundle ID.
The platform can be iOS or Android and we place it higher in the hierarchy then the advertiser so every advertiser exists in AdIntel only in a single platform. For example, there are separate entries for Toon Blast iOS and Toon Blast Android.
There are two types of advertisers in the AdIntel database. Apps and domains. Mostly domains would be brand advertisers but in some ad networks, the Apps would also appear as the domain of the developer. For example, you may see Candy Crush app as one entry and also www.king.com that is likely to also be an ad for one of their titles. This limitation is related to how we collect the data from different ad networks and ad types.
So after this introduction - this field distinguishes between app advertisers to domains.
Main Category and Secondary Category
This two fields replaced the category filter. For app advertisers we collect the category details for the bundle ID from the app store.
- Main category is always one of: Apps, Games
- Secondary category includes app category and game genre in Google Play while for Apple we only offer the extra breakdown for the app categories but not for Game genres.
Title, Developer, Bundle ID
When appearing in a breakdown, this combo will normally appear together to indicate the row refers to that unique advertiser. When these fields appear in the filter area they allow you to search for an advertiser. Note that the search is based on 'contains' type of matching so it will work best if you type a single keyword in lowercase.
Search (in Compare section)
This is a special field that allows you to search and select multiple titles in the filter section. It works in 2 phases:
- You first type in a keyword to narrow down the list of advertisers
- Then you can select the advertisers from the list
The advertiser search results for selection will appear as a combination of the best rank achieved by the advertiser in the last 90 days and then the title followed by the developer name. This allows you to focus on the apps that are more important and to find the apps you want in crowded categories. The results are also sorted by the ranking for convenience.
Ad serving related dimensions
These dimensions may appear in the filter area or as breakdowns in the supporting visuals. They would filter the shown metrics and not the advertiser selection.
Which ad network served the ad. Note that this may be different then the ad network that is interacting with the advertisers. For example, when Aarki is serving a Wordscapes ad via the MoPub exchange on a publisher app, this interaction will be shown as MoPub in the AdIntel database. Currently we support: AdColony, Admob, Applovin, Chartboost, IronSoruce, MoPub, Tapjoy, UnityAds, Vungle
Divides the ads to 2 types:
- Full - Interstitial, Interstitial video, Playable, Rewarded Video
- Banner - Native and Banners
Based on the location in which the ad was served. The following countries are supported currently:
- For advertiser sections - AU, BR, CA, CN, DE, ES, FR, IN, IT, JP, KR, PH, RU, UK, US
- For monetization section - AR, AU, BR, CA, CN, DE, ES, FR, IN, IT, JP, KR, MX, PH, RU, TH, UK, US
In the monetization section we also report all other countries as "Other"
A derivative of the Country dimension dividing countries into US and the Rest of the World (ROW)
This field provides the type of advertising used by an advertiser. The value could be one of 3:
- Social - impressions where the DSP is Google and the Network is Admob or ones where the DSP is Twitter and the Netowrk is Mopub.
- DSP - impressions served by DSPs where the DSP is different than the Network and doesn't fit the criteria for 'Social'. For example - when Aarki is serving an ad on Unityads network.
- Network - impressions served by a Network on their own distribution.
This field refers to the party that hosts the ad creative if that party is different than the one whose SDK ended up rendering the pixels on the screen. DSP stands for Demand Side Platform and is used in programmatic ad buying. For example, a DSP such as Aarki may host an ad creative that the user will see in a game using the Unity SDK. In this scenario we will say Aarki is the DSP and Unity is the Network. In situations where the Network is hosting it's own ads, the DSP will be 'N/A' in AdIntel.
This is a field is very similar to the DSP field but it has value also in situations where the Network is hosting it's own ads. For example, in a situation where Applovin SDK is rendering ads that are being hosted by Applovin, the Ad Server field will say Applovin and the DSP field will say 'N/A'.
Performance and time dimensions
These dimensions are related to the time the ad was served or the performance that it resulted in.
Not really a dimension but we will cover it here as it appears in the filter section. This field will change the sorting of the main visual in the Weekly Charts and Advertiser History sections. It supports the following fields values: Rank Budget, Rank Imps, Rank IPM, Rank CTR, Rank CPM, Rank CPI, Rank Bdgt Chg (Weekly Charts section only)
This is a filter that allows the user to only present apps below a certain CPI level. In other words, apps that have higher CPI will be filtered out. The control for this filter is implemented as a slider.
Apply CPI max
This control allows the user to decide whether to apply the Max CPI or not.
This filter is available in the Weekly Charts section and allows you to filter and show only advertisers who started advertising this week.
In the sections: Advertiser History, Search and Compare this field will allow you to filter and show specific weeks you are interested in. We go up to 90 days back.
Creative related dimensions and filters
The creative sections and visuals come with a unique set of fields and controls
End Card Type
This filter is applicable to video creatives and allows the user to show only videos with playable end cards, image end cards or any.
This dimension is derived from the url of the served video. We removed generic parts of the url and left the most unique and significant 13 characters from the right end of the video url.
This dimension is derived from the url of the playable ad. We removed generic parts of the url and left the most unique and significant 13 characters from the right end of the playable url.
This dimension is derived from the url of the served banner. We removed generic parts of the url and left the most unique and significant 13 characters from the right end of the video banner.
This field provides the type of creative on each impression. Values like Banner and Native are simply the ad type. At the same time, with more versatile formats like interstitial and Rewarded Video, the ad type is followed by what's inside the container like: HTML, Video, Playable and sometimes Unknown. The combination might look like: Interstitial-video, Rewarded-playable, ... Note that Rewarded-video with interactive end card will appear as Rewarded-playable.
Monetization specific dimensions
The monetization section is pulling the data from a different database so there are some differences with regards to the date selection and ad types.
We allow for more granularity so you can distinguish between:
- Rewarded Video - including interactive rewarded videos
- Interstitial - this also includes video interstitials and playable
- Banner / Native