Below are some commonly used terms in partner bidding. Use this glossary to understand what they mean and how they’re used across the industry.
| AdMob term | AdMob definition | Also know as... |
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Partner bidding |
The feature in AdMob that enables you to use Google as a bidding ad source in other mediation platforms (not AdMob). Partner bidding is for AdMob users that don’t use AdMob’s mediation platform. In your AdMob account, you’ll see partner bidding demand as Google (Google Ads, Display & Video 360). In your third-party mediation platform, you’ll see partner bidding demand as Google bidding. |
Google bidding, Google bidder |
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Estimated earnings |
Your earnings accrued for a selected date range. This amount is an estimate that is subject to change when your earnings are verified for accuracy at the end of every month. |
Estimated revenue, publisher revenue, revenue, earnings |
|
Observed eCPM |
The estimated average eCPM calculated using historical revenue data.
For third-party ad sources, this value is provided by the respective third-party ad source when optimization is enabled. |
eCPM |
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Requests |
The number of times your app or ad unit requests an ad. Requests are counted even if no ads are returned. If the request is sent to more than one ad source in the mediation waterfall, it’s only counted once. |
Bid requests, attempts |
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Bids in auction |
The number of bids submitted by the ad source. Note: Not all bids submitted participate in bidding auctions. Bids must meet the criteria of the auction, such as minimum eCPM or ad format types. |
Bid responses, responses |
|
Bids in auction % |
The percentage of bids requests that resulted in an ad source submitting a bid. It’s calculated by dividing bids in auction by bid requests and multiplying by 100:
Note: Not all bids submitted participate in bidding auctions. Bids must meet the criteria of the auction, such as minimum eCPM or ad format types. |
Bid response rate, response rate, bid rate |
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Matched requests |
The number of ads returned by an ad source in response to ad requests. Not all matched requests result in an impression. Note: The definition of matched requests can vary based on the types of ad sources you use (waterfall or bidding) and the ad unit serving type (standard ad unit or partner bidding ad unit). For partner bidding ad units, you may notice a drop in match rate and an increase in show rate on your reports. This does not affect your ad revenue. |
Bids won, fills, wins |
|
Match rate |
Match rate is the percentage of ad requests that received a response by Google. It’s calculated by dividing matched requests by requests. Matched requests / Requests Note: Match rate can vary based on the ad unit serving type (standard ad unit or partner bidding ad unit). This is due to the different matched requests definitions. This may result in a lower match rate for partner bidding ad units, but does not affect your ad revenue. |
Bid win rate, win rate, fill rate |
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Show rate |
The percentage of returned ads that were displayed in the app to the user. It's calculated by dividing impressions by matched requests:
For example, if the total number of Matched requests is 80, but your app only shows 60 of these, then the app’s Show rate will be 75%. Note: Show rate can vary based on the ad unit serving type (standard ad unit or partner bidding ad unit). This is due to the different matched requests definitions. This may result in a higher show rate for partner bidding ad units, but does not affect your ad revenue. |
Display rate |