Terms from the Meetrics cosmos at a glance

Here you will find all important terms and definitions about our products and services explained in more detail. With the glossary, we want to make our technical solutions and the digital industry more tangible and understandable. Should any questions remain unanswered, we are at your disposal!


The ADAM suite is Meetrics’ dashboard, where customers can see all the key KPIs at a glance, yet very detailed. Here, all data is displayed transparently and in real time.

Ad Impressions Measured

An ad impression is the call to an ad. If our technology has been installed, we will measure this call. The sum of the measured views is summarized under Ad Impressions Measured.

Ad Impressions Total Rendered Served

This number indicates how many ad impressions were delivered together with our tracking day.


Within our ADAM Suite, there is a dedicated section for exporting data only. Here you can generate various reports for downloading and also set up automatic reporting.

Invalid Impressions

The number of ad impressions that is artificially generated, thereby increasing the delivery volume.

Measurement Rate

Due to technical limitations, we may not be able to measure some of the ad impressions our tag is delivered with. The measurement rate describes how big the proportion of measured ads compared to not measured ads is. However, these have no influence on the viewability rate.


Within the ADAM Suite you will find different projects, depending on how your measurement was set up. For example, a project contains all metrics from an advertiser or agency. Of course, we make sure that only you have access to your data.


In order to build and structure our dashboard according to your wishes, we have developed widgets. These can be selected, supplemented and, above all, placed in a modular way to suit your requirements. This allows you to see the data at a glance, which is particularly important to you individually.


The name Ad-Tech comes from the English language (Advertising Technology) and combines all service providers and products that deal with Advertising Technology. It also includes adverification providers.


In-App Traffic describes calls and deliveries on mobile devices, but not with the browser installed on them, but in local apps such as news apps, social network apps or recipe apps.

Mobile Enabled Webpages (MEW)

This includes a visit to a regular or mobile-optimized website using a smartphone or tablet. Since editorial content and advertising material are integrated here via HTML, our measurement can be used smoothly.


MRAID stands for “Mobile Rich Media Ad Interface Definitions” and is a feature that makes it possible to play banner ads in in-app placements. This feature, in return, allows us to track specific processes and operations, so that we can, among other things, determine the viewability of an ad.

Native Apps

So-called native apps are created in the programming language of mobile operating systems. The advertising material can be displayed via WebView. MRAID enables communication between WebView and Native App, making viewability measurement possbile.

Open Measurement SDK

The Open Measurement SDK (OM SDK) offers common code and libraries for facilitating ad verification. Only one tag is required to measure ad data across all websites and apps employing the OM SDK.

Open Measurement ID

The Open Measurement Interface Definition (OMID) is an API that enables standard communication of OM SDK data to measurement tags from Measurement Providers.

Tracking Tag

Once we have created your project, you will receive a tracking tag from us. Tracking tags can be generic since they ususally contain macros that provide us with the necessary data directly from your ad server, or they are hard-coded. In this case, however, tags must be created individually for new campaign measurements and placements. For example, a generic tag might look like this:

<script src = “” async = “async”> </ script>

With such a Tag, Meetrics can measure all products in parallel, which makes the handling very uncomplicated.


VAST stands for the English term “Video Ad Serving Template” and is almost completely integrated into video players in version 2.0. This standard offers the possibility of a so-called 5-point measurement, which means that measuring pixels are installed in five places in the video, namely at the start of the video, at 25%, at 50%, at 75% and at the end. We can track the call of these pixels and thereby determine a view-through rate.

In order to get a more effective tracking we are working on VAST 4.0 – that version unbundles the video from the code, and specifies separate calls to support verification and interactivity, no longer forcing the publisher to load unknown code to get to the video.


The abbreviation VPAID stands for “Video Player Ad-serving Interface Definition” and was originally developed to enable advertisers to integrate interactive content into video ads. This function allows you to place your own script in the advertising material, which then, for example, the viewability and other KPIs can be measured. However, this process is not common, especially in the German market.


The term viewability describes the visibility of a digital ad for the human eye. For this, both the proportion of the viewed area and the duration of the viwability are taken into account. This KPI is considered to be an important indicator for measuring the success of digital campaigns and advertisements.

Our Viewability Check measures this KPI and reports the resulting values.

Above the Fold / Below the Fold

These two terms describe reasons why an ad was not viewable. The ad was either too high up or too low down. The “fold” describes the upper or lower edge of the viewport.


Meetrics’ publishes quarterly average viewability rates for different markets and formats. We generate this data from the traffic that we measure in the respective market, which allows us to calculate the benchmark. This allows you to compare your readings with the values of your market.


A metric defines a targeted, percentage-visible area of an Ad and the corresponding desired visibility duration in seconds.
So, 50/1 means that at least 50% of the ad must have been in the visible area for at least a second to allow Meetrics to classify the ad as viewable.


The MRC (Media Rating Council) is an American organization that conducts international accreditation processes to ensure standards within the industry. These procedures must be repeated at regular intervals.

Reasons for Non-Viewability

The Reasons for Non-Viewability indicates why an ad or placement did not become viewable. This in turn helps to optimize the viewability of a campaign. The information can be viewed both in the ADAM Suite and in the reports.

Viewable area threshold

The viewable area describes the percentage of an ad that could be seen by a human user. This in turn defines the respective metric: 50/1 means that 50% of the ad was in the viewable range for at least one second.

Viewable Cost per Mille (vCPM)

“Cost per Mille” describes the cost of delivering 1,000 ad impressions. In some markets, however, more and more bills are now being billed according to the “viewable cost per mille”. This means that only the ad impressions that actually became viewable are calculated.

Viewable Impressions

An impression refers to the call of an advertising banner. The term “viewable” adds that in this call, the banner also has to be classified as “viewable” according to the metric. So it includes only those delivered ads that have acutally be seen by an user.


The viewport describes the area of a website that the user sees without scrolling up or down. So it’s the part of a website that the user sees immediately after opening the page.


The term viewtime refers to the duration that an ad was actually positioned in the viewable area. It will be displayed in seconds in our dashboard. Meetrics calculates quarterly benchmarks for the Viewtime, per market and per format.

Viewability Definition

The term viewability definition can be used as a synonym for the term “metric” and indicates which prerequisites must be fulfilled for an ad to be considered viewable. Example: 50/1, at least 50% of an ad must have been in the user’s viewable area for at least a second.


The term AdFraud describes a situation in which ad impressions or clicks are generated by fraudulent software, for example. There are a large number of technical possibilities and, accordingly, the types of fraud are manifold.

Our AdFraud Prevention uncovers this scam and identifies which fraud type it is.

Ad Stacking

Ads are placed on top of each other. The page visitor will not see a portion of the ad, but the placement may cause Ad Impression to be billed.

Browser Malware

Browser Extention Malware is a type of fraud in which a browser extension affects the browser’s original behavior and features. For example, ad banners are over-stored by third-party advertising, whereby the banners you are displaying are delivered, but not viewable.

Botnet Traffic

A botnet is a combination of several bots. A bot in general is a mechanism that, among other things, automatically invokes pages and mimics human user behavior. It also generates ad impressions, which are not seen by the human eye.

Domain Spoofing

Pageviews are manipulated with the intention of issuing known domains to the delivery system of advertisements, but actually allowing the traffic to be held on questionable websites.

Hijacked Device

Devices owned by users who have browsers, apps, and other programs installed unnoticed in order to make manipulated page and app traffic.

Incentivized Surfbar

These are browser enhancements from the pay-to-surf and pay-to-click area. It encourages users to go to pages or click on ads to get paid for it.

Artifical Traffic

The term “artificial traffic” describes page views and ad impressions caused, for example, by botnets. Behind it is not a human user, but only software systems that artificially increase the delivery volume.

Non-Human Traffic

Non-human traffic (NHT) defines traffic that is not human. Often it is generated by bots.

Sophisticated Invalid Traffic (SIVT)

The MRC distinguishes between General Invalid Traffic (GIVT) and Sophisticated Invalid Traffic (SIVT). Under GIVT fall, for example, crawlers, which search pages for information. By contrast, SIVT actually contains fraudulent traffic, such as bots, surfbars and browser malware.

Suspicious Behavior

If a user practices atypical behavior, we perceive this as “suspicious behavior”. These include, for example, clicks on invisible banners, unusual scrolling behavior or other unusual patterns.

Suspicious Pages

“Suspicious pages” are pages that have unusual parameters. These include amongst other things veiled URLs or so-called “stacked ads”, i.g. banners that are loaded in a wrong AdSlot, so that several banners can be delivered in parallel.


This is our target audience measurement, which we carry out in cooperation with international high-quality panel providers.

Deterministic Data

Deterministic data is based on clearly assignable customer facts that can be captured and assigned, for example, by the login of a user.


A panel is an unchanging circle of people over long periods of time, with whom long-term measurements are made.

Probabilistic Approach

The probabilistic approach is based on fully anonymized profiles created by machine or statistical learning techniques.

Sociodemografic Data

This refers to information and data obtained by means of empirical social research methodologies. These are for example:

– Gender
– Age
– Marital status
– Education
– Household size
– Household net income
– Job-related situation

Target Group Check

The Target Group Check is part of our audience solution. In doing so, we match a target group defined by you with the panelists actually encountered. According to the relation to each other, we give you a matching factor, so that you can judge whether the targeting is properly controlled and the appropriate target group is reached.


Depending on the context, placing an ad in an inappropriate environment can greatly affect the image of the brand. To avoid this, our Brand Safety solution is available.

Automated Deliverysystems

The delivery chain of an advertising banner is increasingly controlled by algorithms and software solutions. These automated delivery systems often make it difficult to determine the environment of the ad ahead of time, or even post it later.

Brand Safety Categories

Within our Brand Safety product we divide keywords and websites into the following three categories:
Adult Content, Illegal Content and Violence.

Inappropriate Domains

This includes domains, which may be unsuitable for advertisements and therefore may adversely affect the brand image. This can be, for example, pages that portray violence-glorifying content or portray pornographic elements.

Brand Safety

The environment of an ad can cause lasting damage to the image of a brand because the content of the ad is associated with the advertised product. Excluding malicious websites protects brand safety and image.

Whitelist / Blacklist

In many delivery systems, you can deposit white list or blacklist. A whitelist specifies the domains on which a banner may run exclusively. In contrast, a blacklist includes all URLs on which the ad is not supposed to be played. You can also deposit these lists with us to get an overview of how they are taken into account.