Buyer readiness
Private marketplace reporting field dictionary
A private marketplace package is easier to buy than it is to interpret. The report needs stable fields that connect the package sold, the pages served, the creative shown, the destination visited, and the evidence claim a buyer can fairly make.
Use this dictionary before a private marketplace or contextual sponsorship launches. It gives buyers, publishers, agencies, and analysts a shared vocabulary for package IDs, deal keys, placement IDs, context groups, delivery fields, and bounded conclusion language.
Picture the renewal meeting two weeks after the flight ends. The buyer asks whether the package should renew, the seller points to strong response in one context, the analyst sees missing lead status on another row, and the media team wants to know whether a mobile placement should be fixed or dropped. A field dictionary keeps that meeting from turning one total into the whole story.
Core identifiers
These fields should appear in the campaign brief, trafficking sheet, delivery export, and final readout. If they change names between systems, the final report should include the translation.
| Field | Definition | Example value | Why it matters |
|---|---|---|---|
| campaign_id | Stable campaign identifier shared across trafficking, analytics, invoicing, and reporting. | mp-q3-methods-awareness | Prevents delivery, cost, creative, and outcome records from being merged by label alone. |
| buying_path | The commercial route used for the flight. | private-marketplace | Separates curated contextual buying from open programmatic and direct sponsorship records. |
| package_id | The contextual package sold to the buyer. | measurement-science-desk | Keeps reader intent visible when reporting across many URLs and placements. |
| pmp_deal_key | The deal key or deal identifier used for private marketplace activation. | mp-msd-pmp | Connects the commercial deal to the package definition without relying on campaign naming. |
| package_reporting_key | The reporting namespace for the package. | package.measurement_science_desk | Lets reports group delivery by package while preserving placement-level detail. |
| placement_id | The public slot or unit where an ad can render. | article-inline-1 | Separates format and page position from broader package performance. |
| placement_reporting_key | The report key for the placement group. | article.body.inline_1 | Lets teams compare like placements without exposing ad-server implementation details. |
| context_group | The editorial or reader-job grouping attached to the impression. | MMM readouts | Prevents unlike reader tasks from being averaged into one performance story. |
| creative_id | The unique creative version, including size, message, offer, and destination. | msd-report-728x90-v1 | Separates creative response from placement quality and reader intent. |
| destination_id | The landing page, form, report, webinar, or product page reached by the creative. | measurement-report-demo | Shows whether a result reflects the media context, the offer, or the destination experience. |
Package map
The package fields below should match the proposal, the deal setup, and the readout. The reporting sentence is the strongest ordinary claim the package can support without a separate lift design.
| Package ID | Deal key | Reporting key | Context groups | Eligible placements | Bounded readout sentence |
|---|---|---|---|---|---|
| measurement-science-desk | mp-msd-pmp | package.measurement_science_desk | MMM, incrementality, brand studies, geo testing, attention, video measurement, campaign reporting | archive-leaderboard, article-inline-1, article-inline-2, article-rail-1, post-content | The campaign delivered within measurement-method contexts and produced observed response under the stated fields. |
| media-framing-desk | mp-mfd-pmp | package.media_framing_desk | Headline framing, source quality, claim audits, base rates | archive-leaderboard, article-inline-1, native-sponsored-card, post-content | The campaign reached readers auditing media claims and generated descriptive engagement signals. |
| source-vendor-evaluation-desk | mp-sve-pmp | package.source_vendor_evaluation_desk | Vendor review, research reports, dashboard claims, budget evidence, worksheets | archive-leaderboard, article-inline-1, article-rail-1, native-sponsored-card, post-content | The campaign delivered against source and vendor evaluation contexts and should be read by destination and lead quality. |
| case-study-library | mp-csl-pmp | package.case_study_library | Attribution, selection bias, lift testing, targeting bias | archive-leaderboard, case-inline-1, case-rail-1, post-content | The campaign reached case-study readers and should be compared with guide-library delivery before broader conclusions. |
| guide-library | mp-gdl-pmp | package.guide_library | Templates, checklists, method selection, team planning, glossaries, source references | archive-leaderboard, article-inline-1, article-inline-2, native-sponsored-card | The campaign delivered within practical guide contexts and produced observed guide-reader response. |
| buyer-readiness | mp-brf-pmp | package.buyer_readiness | Placement mapping, creative trafficking, campaign brief, handoff, reporting keys, readout planning | archive-leaderboard, article-inline-1, native-sponsored-card | The campaign reached readers using buyer-reference pages and should be interpreted as buying-process interest. |
Placement fields
Placement fields keep inventory quality visible. They should not be collapsed into one total until the report has shown whether page position, format, and device class were comparable.
| Placement ID | Reporting key | Format | Primary context | Claim boundary |
|---|---|---|---|---|
| home-leaderboard | home.discovery.leaderboard | Leaderboard | Homepage discovery. | Useful for broad qualified reach, not proof of downstream demand. |
| home-rail-1 | home.discovery.rail_1 | Rail | Desktop homepage rail. | Read with device and viewport context before comparing to inline units. |
| archive-leaderboard | archive.discovery.leaderboard | Leaderboard | Archive, topic, case-study, and buyer-reference pages. | Good for discovery delivery; weak as a standalone performance winner. |
| article-inline-1 | article.body.inline_1 | In-article display | Upper body inside long-form guides. | Compare by page context and creative before reading it as the best placement. |
| article-inline-2 | article.body.inline_2 | In-article display | Lower body after a second analysis block. | Use with scroll depth or viewability before comparing to upper units. |
| article-rail-1 | article.rail.primary | Rail | Desktop rail beside articles and guides. | Do not compare to mobile-capable units without device normalization. |
| case-inline-1 | case.body.inline_1 | Case-study display | Case-study body before the statistical result. | Read as case-study context response, not general guide-library response. |
| case-rail-1 | case.rail.primary | Rail | Desktop rail beside worked examples. | Needs enough desktop delivery before a case-study placement claim is useful. |
| post-content | global.after_content | Post-content display | After primary article, guide, or case-study content. | Interpret as after-content response among readers who reached the end region. |
| native-sponsored-card | native.contextual.card | Native card | Clearly labeled partner card in relevant contexts. | Report separately from display units because format, copy, and intent differ. |
Delivery and quality fields
These fields describe what happened. They do not, by themselves, prove what would have happened without the campaign.
| Field | Definition | Use in report | Do not claim |
|---|---|---|---|
| eligible_impressions | Impressions that matched the agreed package, page, placement, device, and geography rules. | Shows whether the flight reached the intended inventory. | That every eligible impression was valuable exposure. |
| served_impressions | Ads served under the campaign and placement records. | Shows volume and pacing. | That served volume equals human attention. |
| measurable_impressions | Impressions where exposure quality could be measured. | Sets the denominator for viewability rates. | That unmeasured impressions performed like measured impressions. |
| viewable_impressions | Impressions meeting the reported viewability definition. | Separates possible exposure from served volume. | That viewability caused business outcomes. |
| clicks | Recorded clicks after invalid or duplicate rules are applied. | Supports traffic-source diagnostics. | That clickers represent incremental demand. |
| qualified_visits | Sessions meeting the agreed engagement, geography, duplicate, and landing-page rules. | Shows whether traffic quality matched the campaign job. | That qualified visits equal lift. |
| lead_status | Raw, duplicate, qualified, disqualified, accepted, or followed-up lead state. | Prevents raw form fills from becoming the only success metric. | That lead volume alone proves pipeline quality. |
| comparison_rule | No comparison, prior period, matched context, holdout, geo test, or randomized split. | Determines how strong the conclusion language can be. | That attribution language can stand in for a comparison. |
| change_log | Creative swaps, page changes, tracking edits, pacing resets, or paused periods. | Explains discontinuities before the report tells a performance story. | That all flight periods were comparable. |
Conclusion language
The reporting fields should lead to language that matches the evidence. The field dictionary is useful because it makes overclaiming easier to spot.
| Evidence present | Reasonable wording | Overclaim to avoid |
|---|---|---|
| Package, placement, context, and delivery fields are complete. | The campaign delivered in the agreed package, placements, and reader contexts. | The campaign reached every intended buyer. |
| Viewability and invalid-traffic fields are complete. | The measured exposure quality met or missed the planned threshold. | Measured exposure quality proves sales impact. |
| Qualified visits are tied to creative, destination, and context. | The campaign produced observed qualified traffic under the stated visit rule. | The campaign created incremental demand. |
| Lead status and follow-up fields are complete. | The campaign produced reported leads with the stated qualification mix. | Raw leads prove pipeline quality. |
| Prior-period or matched-context comparison is present. | The result is directional and should be read with seasonality, mix, and concurrent activity caveats. | The matched comparison is the same as a randomized lift test. |
| Protected holdout or randomized split is present. | The design estimates lift for this population, window, outcome, and leakage condition. | The result applies to every future buy or every buyer segment. |
When a field breaks the claim
A field problem is not just a cleanup task. It changes the safest sentence the report can use and the next action the buyer should take.
| Field problem | What it means | Safe report language | Next action |
|---|---|---|---|
| Package ID or deal key changes between the brief and export. | The team cannot prove that the delivered rows match the package sold. | The report can describe delivered inventory only after the translation is documented. | Rebuild the package-to-deal crosswalk before renewal language is written. |
| Placement, format, or device rows are collapsed too early. | A strong cell can hide a weak cell, and mobile, desktop, native, rail, and body inventory become impossible to compare fairly. | The report can discuss total delivery, but not placement quality or format preference. | Split the export by placement_id, placement_reporting_key, format, and device class. |
| Measurable and viewable denominators are missing. | Served volume is visible, but exposure quality is not. | The report can say the campaign served impressions; it should not rank exposure quality. | Request the missing denominator fields or mark exposure quality unavailable. |
| Qualified visits are not tied to creative and destination IDs. | The result may reflect offer, message, or landing-page behavior rather than media context. | The report can describe observed traffic, not the best-performing context or creative. | Repair URL parameters, destination mapping, and duplicate rules before the next flight. |
| The comparison rule is blank or only implied. | The campaign has no visible counterfactual. | The report can use descriptive or directional language, not lift language. | Name the comparison limit and plan a holdout, matched context, or randomized split if lift proof is needed. |
Pre-launch export checklist
1. Package exportInclude campaign_id, buying_path, package_id, pmp_deal_key, package_reporting_key, included URL or topic groups, excluded page groups, and start and end dates.
2. Placement exportInclude placement_id, placement_reporting_key, format, creative size, device class, page context, served impressions, measurable impressions, viewable impressions, clicks, and spend.
3. Creative exportInclude creative_id, message theme, size, destination_id, active dates, approval state, and any material version changes.
4. Traffic exportInclude click timestamp, landing timestamp, session_id, destination_id, URL parameters, engaged-session rule, duplicate rule, and qualified_visit flag.
5. Outcome exportInclude outcome_id, outcome source, match method, conversion window, duplicate rule, lead_status, follow-up status, comparison_rule, and unavailable fields.
Pair with
Use this dictionary with the private marketplace readiness index for the full package handoff sequence, the media kit for package IDs and placement specs, the ad inventory readiness matrix for package contracts, the audience intent map for reader-job proof, the ad yield and deal-readiness checklist for floor, sell-through, refresh, and renewal fields, the private marketplace package brief template before buyer-facing scope is finalized, the private marketplace deal review checklist before activation approval, the contextual campaign brief template before launch, the creative asset acceptance checklist for approved assets, the landing page launch QA worksheet for destination and routing fields, the private marketplace campaign measurement checklist for readout planning, the private marketplace campaign walkthrough for a complete package example, the private marketplace readout export sample for row-level export structure, the private marketplace package performance readout for buyer-facing package language, the campaign data-layer spec for source-trail fields, and the campaign reporting sample for the final report shape.