IAB: A standard nomenclature for Marketing and Data was created this month

IAB published this month a draft for public discussion with a nomenclature for data. The document is titled “OpenData 1.0: Standard Nomenclature for Campaign Performance Data,” and was created “due to a lack of standard nomenclature.” An IAB Tech Lab’s OpenData Task Force was formed with the “primary focus of alleviating issues that have challenged marketers in the data report merging process.”

The lack of a nomenclature “impacts companies who receive data reports from sources such as ad tech vendors, data management platforms, and other partners. For example, an agency or a publisher may receive reports (delivered in excel format or via API connections) from partners that have varied header field names. The process of merging these reports may be manual and tedious, due to the lack of common field names,” explains IAB.

Companies on the nomenclature taskforce

Acxiom, Adrizer, Adslot, ADVR, Alliance for Audited Media (AAM), Amobee, AppNexus, Bidtellect, Chicago Tribune Media Group, Cyber Communications Inc., Cyberagent, Inc., Disney Interactive, DMD Marketing Corp., DoubleVerify, Epsilon, Eyeota, Genesis Media, Google, Happy Punk Panda, Improve Digital International B.V., InMobi, Integral Ad Science, Jumpstart Automotive Media, Jun Group, Leaf Group, Ligatus, Liquidus, LiveRamp, Lotame Solutions, Madhive, Media.net, MediaMath, MediaOcean, Mediasmith, NYIAX, Inc., Pandora, Platform Inc, Quantcast, ShareThis, Shazam, SITO Mobile, Sovrn, Taboola, Teralytics, Unacast, ViralGains, Zenith Media.

The document was released for 60-Day public comment. Questions and comments can be sent to opendata@iabtechlab.com

Here the nomenclature version 1.0:



A unit of media trafficking that most closely corresponds to a traditional I/O line item. Flights have a predicted number of impressions as well as an impression goal, and start and end dates, additional trafficking settings, and ad tags.


Explicit domain or application.


Explicit application.


This object describes the publisher of the media in which the ad will be displayed. The publisher is typically the seller in an OpenRTB transaction.


Corresponds to the actual placement on a publisher site or app.


This object defines the producer of the content in which the ad will be shown. This is particularly useful when the content is syndicated and may be distributed through different publishers and thus when the producer and publisher are not necessarily the same entity.

Purchase Order

PO could be parent to multiple authorizations.


Campaign maps to Advertiser, There will be different campaigns under one strategy.


Campaign Parent, may function as unique billing bucket.


Company object may have parent relationship with “Advertiser” OR Any 3rd party that may own a relationship with Advertiser.


Attribution object; Organization owns information coming through a field. (Use case of audience data id associated with the DMP organization type). The organization must have at least one associated business object (agency, brand, division, advertiser, publisher, user, etc). *Alternate nomenclature: “Data type.” Implementation notes: This object is expected to be used internally within each proprietary system, and only optionally shared externally.


The human user of a device. Defined in OpenRTB.

Ad Tag

The code that renders the creative within the publisher placement.


The creative ad in a different size or ad unit.

Landing Page URL

Click through URL, associated with other data to give context. Could be a URL or an entity in a system.


Business object where all creative targeting is applied.


A target that includes audience and other tactics, e.g. weather, dayparts, day of week, etc.


The collection of identically themed creatives in the different ad units/sizes.


Bid Request Object.


Also used: “Components”, “Elements.” Maps to Asset Request/Response object in OpenRTB Native.


The set of creatives all of the same size and format that can be weighted or optimized for the same ad tag.


Browser information may be associated with targeting or with an impression.


Geo to describe inventory information. Defined in OpenRTB 2.5 and/or AdCOM.

Anonymized ID (User ID)

A privacy-encoded identifier associated with an end consumer, the viewer of the content. Electronic client IDs. May be used in conjunction with “Target” business
object for targeting purposes. The expectation is that this ID is anonymized. Businesses should have their own policy contracts in place to be certain of PII-related policy adherence.

Floating Properties


Channel follows the AdCOM media channel list, which is the media channel objects specified within the “creative Object” (also available in OpenRTB). Values = Display, Video, Mobile Web, Mobile In-app, Audio Native, IOT, OOH, AV, Search, Social. Digital Signage.


Describes the format of the ad. Values= Expandable, Animated, Flat, Video, Outstream, Instream, Interstital, Native placement.

Device Type

Values as specified in OpenRTB, version 2.5 list 5.21. Examples: Phone, Tablet, Computer, Set Top Box, Connected TV.


Dimension – day of week.

Week Part

Targeting dimension – targeting/scheduling in programmatic.

Day Hour

Targeting dimension: hour of day.

Day Part

Targeting dimension: section of day: commute, evening, morning.


Calendar date.


Time for targeting, may also be used as a metric.

Time Zone

Time Zone for targeting, may also be used as a metric. GMT time zone may be preferred, does differ for platforms.

Search Keyword

Words or Phrases which represent concepts of interest in the campaign.


Server Requests

Count of server requests ad request.

Impressions (imps)

Media Rating Council (MRC) definition – fully loaded, counted on render imps


Count of clicks on an impression. See MRC click guidelines


Count of conversions on an impression.


MRC definition of viewability is the industry standard. This field is a metric, not a property of the placement object.

Bid Requests

Bid requests (Won Bid: “Win notification” defined in OpenRTB bid objects. / Lost Bid: “Loss notification” defined in OpenRTB bid objects.)

Time in View

Value of milliseconds

Time Spent

Value of milliseconds

% View (video)

Counts by quartile. A completed video view is 100% quartile viewed.

Video starts

Count of video starts.


Derived metric. May include factors like session depth, bounce rate, time spent etc for an “Engagement” metric. Typically composite, has proprietary definitions. No current industry-wide standard for calculation, companies use their own definitions.


May refer to clicks or expand or other user action. No current industry-wide standard for calculation.

Brand safety

Third party brand safety derived metric.

Dynamic item

For dynamic ads, when the collection has been viewed.


Typically a metric delivered from an anti-fraud vendor. Maybe a metric or a score that determines if an impression was fraudulent. May be composite/multidimensional.


Count of impressions from whitelist. Maybe a component of Brand Safety or Fraud composite metrics.


Count of impressions from blacklist. Maybe a component of Brand Safety or Fraud composite metrics.

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