Let's talk about reporting. Now, common reporting metrics for digital include impressions, clicks, CTR, and core tile data. So impressions are one impression is one time a single ad unit was displayed on a website or mobile app clicks each time an impression was clicked or on a mobile device tapped. click through rate, percentage of clicks per impression. So if you got 10 clicks on 100 impressions, that's a 10%. click through rate.
And then quarto data. What percentage of a video ad was watched 25 5075 or 100%. This can be really valuable for advertisers running video ads. sure many of you have been the situation where you see an ad that is two minutes long and you can skip it. And you think, Well, why would I want to watch a two minute ad? Well, most people do skip that.
But Those who actually do sift through and watch the full two minutes may get a really valuable piece of information that the advertiser wants to get across. And they may not be expecting 100% viewability. But if you have a 15 second ad, the advertiser may expect that we're going to get a pretty high completion rate, maybe 80 9095 100%. Even. So getting data on how much of your ad was actually watched is great, something that you can't do in traditional advertising. Now, with programmatic, we get even more detailed, we look at things like response rate, win rate, fill rate, and eCPM.
So the response rate is, how many ad requests saw a response to be filled by an advertiser. So remember, back to our example of the weather bug app, sending a bid request out to the exchange to fill their inventory. Well, we need to see how many times did an advertiser actually respond saying I'm interested in buying That ad unit because it won't be 100%. Then we look at the win rate of those requests that were responded to how many resulted in a winning bid. It could be that an advertiser responds and says, I'd be interested in buying it. But their response is actually below your floor CPM saying, I was looking for $1, you responded offering 75 cent, I rejected that response.
Then we look at the fill rate, how many ad requests that resulted in a winning bid, properly served under device. so in this situation, the ad requests have been responded to. They've came in at the right price, and they've won the auction. Now it needs to fill and actually render on the device. There could be a difference between the win rate and the fill rate, although often very low, because of a number of different factors. It could be that between the time that the ad request was sent, and the ad was actually being sent back to the device, the user closed that could be That there was an issue with the connection and things didn't get there on time, or something didn't render properly.
If you see a big difference between win rate and full rate, we're talking over 10%, then that requires doing some research and finding out is there a problem with the connection is something not working, not allowing all these ads to show? If it is single digit difference between win rate and fill rate? That is standard, as we said, a lot of different reasons why an ad may try to serve and doesn't actually get rendered on the device. So that's why we break out all these different metrics. We also look at eCPM the effective CPM rate the ad unit is receiving based on winning and filled bids. So back to the beginning, we talked about the CPM, the overall CPM, but now we're saying okay, we've run maybe a million different impressions, a million plus and we had different rates for each one some bit of dog $2 $3 $1 50 So what did we actually end up getting for the inventory that we sent out?