Data Science Toolkit - Log-level incrementality feed

The Log-Level Incrementality Feed provides data on impressions shown to an audience randomly split between a test group (the group exposed to ads) and control group (the group not exposed to ads). The test uses the same targeting and bidding approach for each group so that advertisers can analyze the revenue driven by users from each group to determine incremental lift from users exposed to ads. The feed contains one row per impression.

Incrementality in Console UI (required)

1. In Xandr's UI, go to Line Item > Basic Setup > Incrementality and select “Use control group”.
2. Assign a key and a percentage of traffic to assign to the control group.

Sequence

The Columns below are listed in the same order in which they appear in the log-level feed file (top to bottom here, left to right in the file).

Data visibility and "NULL" values

All columns are always included, but you can only see data for which you have permission. Columns that are not visible will be shown as "NULL".

"NULL" may be returned in cases when:

• The seller on the impression has visibility settings that hide the value of that field from buyers (assuming you are a buyer in this transaction).
• The data is not available.

Recommended precisions/lengths of data types

In the Columns table below, some values in the Type column contain a recommended precision or length in parentheses. For example string(100) means "this string is probably (but not guaranteed to be) less than or equal to 100 characters in length".

For integers, the sizes are described in the Integer Key section.

For numeric (floating point) data types, we recommend being able to accept a precision of (18,6), meaning that we expect there to be a maximum total of 18 digits: 12 to the left of the decimal point, and 6 to the right.

For string data types, the recommended length of the field varies depending on the field. See the table below.

Note

These are Recommendations, not Guarantees.

The data types are meant to be accurate as documented. However, the recommended precision or length for a given data type should not be read as a guarantee. For example, a string or numeric column's value may exceed the suggested length or precision listed on this page.

The recommendations are intended to help you build your system to ingest this data. You may need to do additional processing on the output of the Standard Feed to make it work with your particular integration.

Integer key

• tinyint = 1 byte (8 bit)
• smallint = 2 byte (16 bit)
• int = 4 byte (32 bit)
• bigint = 8 byte (64 bit)

Columns

Column Index	Column Name	Type	Description
01	date_time	UNIX Epoch time	The time and date of the impression (e.g., 1526057561 which would need to be translated to Friday, May 11, 2018 4:52:41 PM (UTC)).
02	auction_id_64	bigint	The Xandr unique auction identifier.
03	price	numeric (18,6)	The dollar amount * 1000 that a network is paying for an impression.
04	buyer_member_id	int	The member ID of the buyer.
05	advertiser_id	int	The ID of the advertiser.
06	campaign_group_id	int	The ID of line item.
07	campaign_id	int	The ID of the campaign.
08	creative_id	int	The ID of the creative served.
09	creative_freq	int	The creative-level frequency (times the user has seen this creative).
10	creative_rec	int	The creative-level recency in minutes (how long it has been since the user has seen this creative ad).
11	advertiser_freq	int	The advertiser-level frequency (times the user has seen a creative by this advertiser).
12	advertiser_rec	int	The creative-level recency in minutes (how long it has been since the user has seen a creative ad by this advertiser).
13	is_remarketing	tinyint	Indicates that a new segment pixel is for remarketing.
14	user_group_id	int	The group ID, if the advertiser separates users into groups for purposes of A/B testing.
15	media_buy_cost	numeric (18,6)	The dollar amount * 1000 that a network is paying for an impression.
16	is_default	int	Indicates that a default creative served.
17	pub_rule_id	int	The ID for the publisher rule, which is set up in and defines how the publisher is paid.
18	media_buy_rev_share_pct	numeric(18,6)	The publisher revenue share or the percent of booked revenue the seller shares with its publisher. This is a fraction between 0 and 1. If you multiply by 100, you get the percentage value.
19	pricing_type	string(3)	The line item pricing type, or how the buyer network gets paid by the advertiser (e.g. cpm, cpc).
20	can_convert	tinyint	Indicates that conversion pixels associated are associated with the impression.
22	control_pct	numeric(18,6)	The percentage of traffic sent to the control group.
23	control_creative_id	int	The ID of the creative served to the control group.
24	cadence_modifier	numeric(18,6)	The cadence modifier for the impression, which is the number by which the bid was multiplied.
25	advertiser_currency	string	The currency used by advertiser.
26	advertiser_exchange_rate	numeric(18,6)	The exchange rate on day of event. Rate is updated daily at 4 PM GMT.
27	insertion_order_id	int	The ID for insertion order, if used.
28	predict_type	tinyint	The optimization phase of the bid. Possible values: -2 = No predict phase -1 = Base predict phase 0 = Learn giveup 1 = Learn 2 = Throttled 3 = Optimized 4 = Biased 5 = Optimized 1 8 = Optimized giveup 9 = Base bid below giveup
29	predict_type_goal	int	The goal amount of the specified predict type.
30	revenue_value_dollars	numeric(18,6)	The dollar amount earned by network on impression.
31	revenue_value_adv_curr	string	The dollar amount earned on impression, displayed in your advertiser currency.
32	commission_cpm	numeric(18,6)	Specifies the commission in cpm, if used.
33	commission_revshare	numeric(18,6)	Specifies the commission in revenue share, if used.
34	serving_fees_cpm	numeric(18,6)	The serving fees in addition to media costs to when serving an ad.
35	serving_fees_revshare	numeric(18,6)	The serving fees in addition to revenue sharing when serving an ad.
36	publisher_currency	string(3)	The currency in which publisher is paid.
37	publisher_exchange_rate	numeric(18,6)	The exchange rate (publisher currency: USD) on the day of the transaction.
38	payment_type	tinyint	The method by which the buyer is paying for the impression. Possible values: -1 = No payment 0 = CPM 1 = CPC 2 = CPA 3 = Owner CPM 4 = Owner revshare
39	payment_value	numeric(18,6)	The amount paid for the impression using the specified payment type.
40	creative_group_freq	int	The creative-group-level frequency (times the user has seen this creative group).
41	creative_group_rec	int	The creative-group-level recency (how long it has been since the user has seen this creative group).
42	revenue_type	tinyint	The method by which the buyer network gets paid by the advertiser, or how the method by which the seller network was paid by the buyer network. Possible values: -1 = No payment 0 = Flat CPM 1 = Cost Plus CPM 2 = Cost Plus Margin 3 = CPC 4 = CPA 5 = Revshare 6 = Flat Fee 7 = Variable CPM (vcpm) 8 = Estimated CPM (est_cpm)
43	apply_cost_on_default	int	Indicates whether to apply cost on default creatives.
44	instance_id	int	Specifies the ID of the mobile app instance for this impression. Use the Mobile App Instance Service to look up the mobile app instance associated with the ID.
45	vp_expose_gender	bool	Indicates whether gender is exposed.
46	targeted_segments	array	The IDs of the targeted segment pixels.
47	ttl	int	The time to live (TTL) of the segment pixels.
48	auction_timestamp	UNIX Epoch time	The time and date of the impression (e.g., 1526057561 which would need to be translated to Friday, May 11, 2018 4:52:41 PM (UTC)).
49	data_costs	numeric(18,6)	Total data costs the buyer paid for the given impression.
50	targeted_segment_list	array	The IDs of the targeted segment pixels.
51	campaign_group_freq	int	The line-item-level frequency (how often the user has seen an ad from this line item).
52	campaign_group_rec	int	The line-item-level recency in minutes (how long it has been since the user has seen an ad from this line item).
53	insertion_order_freq	int	The insertion-order-level frequency (how often the user has seen an ad from this insertion order).
54	insertion_order_rec	int	The insertion-order-level recency in minutes (how long it has been since the user has seen an ad from this insertion order).
55	buyer_gender	string(1)	The gender of the user, if known. Possible values are "u", "m", and "f".
56	buyer_age	int	Age of the user, if known.
57	custom_model_id	int	The ID of the custom model used in the auction. When no custom model is used, this defaults to 0.
58	custom_model_last_modified	int	The date and time (in Unix Epoch time) since the custom model that was used in the auction was last modified. If no model was used, this defaults to 0.
59	custom_model_output_code	string(7)	An optional string value that will be passed through to logs and reporting to aid with debugging and performance analysis. custom_model_output_code may be up to seven ASCII (7-bit) characters and is not required to be unique.
60	bid_priority	int	Specifies the campaign or line item's priority for the managed impressions only. For all other impressions, defaults to 0.
61	is_control	tinyint	Indicates whether the creative served is a control creative. 0 = test impression 1 = control impression 2 = no cookie user. (Xandr does not include no cookie users to avoid skewing the size of test and control groups).
62	site_domain	string(100)	The most granular identifier of the site available to buyers (This may be the domain of a supply partner, ex: doubleclick.com; network who owns resold inventory; or it may just say 'resold inventory'). Exposure to buyer depends on the seller's visibility profile.
63	eap	numeric(18,6)	The estimated average price for placement tag, in dollars unless another advertiser currency is specified.
64	ecp	numeric(18,6)	The estimated clear price for placement tag, in dollars unless another advertiser currency is specified.
65	user_id_64	bigint	The Xandr 64-bit User ID stored in the Xandr cookie store. This field is 0 when Xandr does not have a match for this user or the user's browser doesn't accept cookies. It will be -1 for opt-out users.
66	predicted_engagement_rate	int	Percentage calculated to predict how likely the impression is to be viewable.
67	seller_member_id	int	The member ID of the seller.
68	bidder_auction_rank	int	The hypothetical ordered rank of the current bid, calculated by the bidder in comparison with other bids sent back to Impression Bus. The top bid is auction rank 0 (0-indexed).
69	hashed_user_id_64	bytes	The user ID represented as a 64-bit hashed value.
70	partition_time_millis	UNIX Epoch time	The hourly partition any record row falls into, represented as a UNIX Epoch timestamp value (in milliseconds). Useful for defining hourly partitions when loading into a database or data warehouse. For the Avro format, this field is given the timestamp-millis logical type for native timestamp detection. For example, 1568077200000 can also be represented as Tuesday, September 10, 2019 1 AM (UTC).
71	device_unique_id	string	Note: This field will only be populated for clients who have signed a contract addendum. For more information, please contact your Xandr Account Manager. The unique identifier representing the mobile device. The numeric prefix indicates the type of unique device identifier: 0 = IDFA (Apple ID for Advertising) 1 = SHA1 2 = MD5 3 = ODIN 4 = OPENUDID 5 = AAID (Android Advertising ID) 6 = WINDOWSADID (Microsoft Advertising ID) 7 = RIDA (Roky id for Advertising) 8.9 = AFAI (Amazon Fire OS) 8.10 = TIFA (Tizen Identifier for Advertising (Samsung Ad ID)) 8.11 = VIDA (Vizio Advertising ID) 8.12 = LGUDID (LG Unique Device ID)
72	ip_address	string	Note: This field will only be populated for clients who have signed a contract addendum. For more information, please contact your Xandr Account Manager. The IP address of user.

Related topic

Incrementality