A number of users with unique cookies. Every user with undetected cookie is considered as unique. NOTE! SSP do not track Unique Users for instream formats. Frequency capping doesn’t work for these users, which cookies are not detected.
A request that SSP receives from a tag. When SSP tag is invoked on publisher side, invocation script sends a request to SSP. If the request is validated (parameters from the tag are valid) – SSP register a request.
A technical opportunity to show an ad. If targeting, size, format and other zone parameters match with ad bid.
An ad view. The impression is registered when an ad appears in user screen.
A passback is a request which has not been filled by advertisers and is send back to a publisher. When a publisher receives the request back he can send it to other advertisers or show a house ad. Publisher generates a passback tag on his end.
Ratio of Impressions and Ad Opportunities.
An amount publisher earned. Calculated in USD.