Digital Measurement SEI Ad Exposure

Engineering Portal / Digital / Digital Measurement SEI Ad Exposure

This document outlines the required specification for facilitating Nielsen ONE advertising measurement, Digital Ad Ratings (DAR) measurement, Ad Effectiveness (MTA, Lift, etc.), and Activation products leveraging the Single Endpoint integration (SEI). Integration specifications for other Nielsen products (DCR, DTVR, etc.) via SEI are available separately.

The Single Endpoint integration contains two components:

1. Exposure File transmission to Nielsen with event level data shared via a Server-to-Server (S2S) method. This S2S file transfer supplies event data and related campaign, study, and user metadata required for facilitating measurement.
2. Audit Ping (not required for ad effectiveness) are HTTPS requests that emanate from the end-user device at a minimum of once per Session (uninterrupted user experience with gaps shorter than 30 minutes, or as mutually agreed upon). The Audit Ping provides Nielsen the ability to 1) validate traffic volume 2) provide a signal that Nielsen meters can detect for participating Nielsen panelists.

Ad Measurement Considerations

Nielsen ad campaign setup is required using the Campaign Management Interface (CMI) tool or Tagging API for each campaign where Nielsen reporting is expected - this applies to new or current Nielsen clients transitioning from standard client-device-fired pixel tags to Single Endpoint style.

Nielsen ad pixel tags should not directly fire for any exposures already included in the Exposure File after the testing period. Third-party Nielsen pixel tags should be intercepted, suppressed, and included in a server file transfer with all associated information.

The Audit Ping is required for facilitating MRC Accredited measurement.

S3 Bucket and Prefix Naming Convention

useast1-nlsn-w-dig-sei-<partnerid>-feeds-<env>/<filetype>/<split>/yyyy/mm/dd/hh/<object>

Name	Description
partnerid	Abbreviation provided by Nielsen for each provider or publisher
env	“test” or “prod”
filetype	exposure, dcr-exposure, dar-exposure, audio-exposure, etc., where: exposure is reserved for multi-product files <product>-exposure is for single product files, where <product> is [dar|dcr|dtvr|ctvc|audio]
split	a separate data split, can be by platform (ex.: ios, browser, android, ctv), by country (us, ca, jp, etc.), by publisher, by team, etc. or “all” (if data is provided in one split).
yyyy/mm/dd/hh	yyyy - year mm - month dd - date padded with 0 example 01, 02,..., 31 hh - hour padded with 0 example 00, 02,..., 23

S3 Bucket and Prefix Naming Convention

<partnerid>_<filetype>_<intid>_<appid>_<starttime>_<endtime>.[json|parquet]

Name	Description
partnerid	Abbreviation provided by Nielsen for each provider or publisher
filetype	exposure, dcr-exposure, dar-exposure, audio-exposure, etc., where: exposure is reserved for multi-product files <product>-exposure is for single product files, where <product> is [dar|dcr|dtvr|ctvc|audio]
initid	integration id: unique identifier provided by Nielsen
appid	Nielsen-provided server application identifier
starttime	start date and hour of the data in the file in UTC Example format: yyyymmddhh
endtime	end date and hour (not inclusive)  of the data in the file in UTC Example format: yyyymmddhh

Success File

Empty _SUCCESS file should be provided to indicate that data delivery for a particular hour and split is completed (even if there is no data for that particular hour and split).

Manifest File

A manifest should be provided which contains metadata related to the uploaded file(s). The manifest is a text file in json format that implements the AWS unload manifest file format. It has the same name as the data file, but has the _manifest suffix.

Example:

 
{

   "entries": [

     {"url":"s3://bucket/prefix/0000_object_00.snappy.parquet", "mandatory":true},

     {"url":"s3://bucket/prefix/0001_object_00.snappy.parquet", "mandatory":true},

     {"url":"s3://bucket/prefix/0002_object_00.snappy.parquet", "mandatory":true},

     {"url":"s3://bucket/prefix/0003_object_00.snappy.parquet", "mandatory":true}

   ],

   "meta": {

     "schema_version": "S2SV1.7.0",

     "accreditation_status": "0",

     "start_time": "1710154800",

     "end_time": "1710158399",

     "record_count": 55

   }
 }

The manifest contains a complete list of all files provided for a given period and split, as well as a meta data (a.k.a. header) which should include the following attributes:

Parameter	Description	Require	Specified	Format / Example	Type
schema_version	Schema Version	Yes	Nielsen	S2SV1.7.0	String
accreditation_status	Accreditation Status	No	Client	MRC = 1	String
data_start_time	Data Start Time (min)	Yes	Client	Format:32-bit unsigned int Unix time in seconds	String
data_end_time	Data Start Time (max)	Yes	Client	Format:32-bit unsigned int Unix time in seconds	String
record_count	Number of records in data file	Yes	Client	Example: 31337	Number

Data delivery example for hour 11 (11:00:00 AM UTC to 11:59:59 PM UTC): useast1-nlsn-w-dig-sei-acme-feeds-prod/dar-exposure/ios/2022/05/25/11/acme_dtvr-exposure_a9ddf15ea054ea415718767ea6_P47C2495B-BBBA-56DE-BE99-14758F92F034_2024031111_2024031112_0000.json

useast1-nlsn-w-dig-sei-acme-feeds-prod/dar-exposure/ios/2022/05/25/11/acme_dtvr-exposure_a9ddf15ea054ea415718767ea6_P47C2495B-BBBA-56DE-BE99-14758F92F034_2024031111_2024031112_0001.json

useast1-nlsn-w-dig-sei-acme-feeds-prod/dar-exposure/ios/2022/05/25/11/acme_dtvr-exposure_a9ddf15ea054ea415718767ea6_P47C2495B-BBBA-56DE-BE99-14758F92F034_2024031111_2024031112_0002.json

useast1-nlsn-w-dig-sei-acme-feeds-prod/dar-exposure/ios/2022/05/25/11/acme_dtvr-exposure_a9ddf15ea054ea415718767ea6_P47C2495B-BBBA-56DE-BE99-14758F92F034_2024031111_2024031112_0003.json

useast1-nlsn-w-dig-sei-acme-feeds-prod/dar-exposure/ios/2022/05/25/11/acme_dtvr-exposure_a9ddf15ea054ea415718767ea6_P47C2495B-BBBA-56DE-BE99-14758F92F034_2024031111_2024031112_manifest

useast1-nlsn-w-dig-sei-acme-feeds-prod/dar-exposure/ios/2022/05/25/11/_SUCCESS

SLA

The files must be delivered into the proper S3 bucket within 3 hours of the start of that hourly viewing file interval.For example files from 1:00 AM to 2:00 AM must be delivered before 4 AM.

Accuracy of Measurement

The reported “wall clock” time of viewing needs to be within 25 seconds of the actual viewing time.

The reported content “reference” time needs to match the actual content that was played out with plus/minus 10 seconds (for clarity: start and end times can each be off by up to 10 seconds, so the combined under/over reporting for each individual viewing segment should be no greater than 20 seconds)

CTV, Mirroring, and Casting

For apps native to the OTT device (i.e. downloading and viewing a streaming app to an Apple TV), audit ping should fire from the OTT device, and Viewing data should reside in OTT Viewing file.

For mirroring, where video playback occurs on the mobile device and OTT device, only one Viewing file row is necessary where, if possible to determine, set: "secondscr":"MIR" and include in respective mobile platform Viewing file.

For a casting scenario where content is controlled via the mobile device, but displayed only on the OTT device such as an AppleTV or Chromecast, an audit ping must fire from the mobile device before the casting occurs and at the end of playback from the mobile device only. Viewing data resides in the respective mobile platform Viewing file.

{ ... "sessionid":"ABC","streamid":"DEF","position":[{"referencestart":"xxxxxxx123","referenceend":"xxxxxxx183","playheadstart":"0","playheadend":"60"},{"referencestart":"xxxxxxx243","referenceend":"xxxxxxx303","playheadstart":"120","playheadend":"180"}]}

{ ... "sessionid":"ABC","streamid":"DEF","position":[{"referencestart":"xxxxxxx183","referenceend":"xxxxxxx243","playheadstart":"60","playheadend":"120"}],"secondscr":"OTT"}

Schema Parameter Definitions

Parameter		Description	Required	Format / Example
apn		Application name	Yes	Format: alphanumeric Example: BestAppIOS
apv		Application version	Yes	Format: alphanumeric Example: 21.5
sessionid		Unique, client generated value that represents the start of a user session. “Session” is defined as continuous (flexible) interaction with an application that may span multiple streams.	Yes	Format: alphanumeric Example: Random GUID: ce6c1c95-de3e-431e-b11e-77…
streamid		ID for every new instance of exposure to a different asset	Yes, if no sessionid	Format: alphanumeric Example: Random GUID: d7a909f1-5e77-4af7-8a9b-f2…
streamended		Stream is known to have ended in this file	Yes	Format: integer, Example: 1 (stream continues in subsequent file), 2 (stream closed)
publisher_user_id		Publisher-specific user ID (must remain persistent indefinitely)	No	Format: alphanumeric Example: Salted, hashed user ID: 8f434346648f6b96d9dda901c5…
provider_user_id		Provider-specific user ID (must remain persistent indefinitely)	No	Format: alphanumeric Example: Salted, hashed user ID: 2cf24dba5fb0a30e26e83b2ab9…
assetid		In-house id used for a video asset (TMS ID if available)	Yes	Format: alphanumeric Example: VID123456789
gracenote_id		Gracenote TMS ID (If available) should be passed for all telecasted content.	Required if id3 not provided	Format: 14 character string. Normally leading with 2 alpha characters ('EP', 'MV', 'SH' or 'SP'), followed by 12 numbers. Example: SH009311820022
station_id		GraceNote station ID that identifies the station	Required if id3 not provided	Format: alphanumeric
program_name		Name of program	Required if id3 not provided	Format: alphanumeric, Max 25 characters; no special characters. Example: Nightly News See below for more specific guidance on Program Name.
network_affiliate		Network affiliation of a station	Required if id3 not provided	Format: alphanumeric Example: xyz
channel_id		ID of channel	Required if id3 not provided	Format: integer
channel_name		Name of channel	Required if id3 not provided	Format: alphanumeric
callsign		FCC assigned unique identifier for a transmitter station	Required if id3 not provided	Format: alphanumeric
ad_load_flag		linear or dynamic ad load	Yes	Format: integer; 0 = Default / Unknown 1 = linear ad load 2 = dynamic ad load
dma		Designated Market Area where viewing occurred	Yes	501
device_id		Mobile Ad ID (IDFA, ADID), Connected Device ID	Yes,if available	A487421B-XXXX-YYYY-8343-E3BBB66E44F2
hem_sha256		SHA-256 hashed email Note: email normalization rules applied before hashing	Strongly Preferred	55C06A30DAA5D5F382FDEB8C702EC57875CC9D91A7C78BB620053FD81DC…
luid		Living Unit ID - Experian Household ID	Yes, for CTV if available	B0EOFEDgD
uoo		User opt out flag for demographic measurement	Yes	Format: integer 0 = not opt-out, 1 = opt-out
xdua		Device HTTP User Agent string	Yes	Format: alphanumeric, Example: Apple-iPhone1C2/801.293
xff		IP address	Yes	Format: xxx.xxx.xxx.xxx
psudo_id_sha256		Hashed Device User Agent string + IP address	No	421c76d77563afa1914846b010bd164f395bd34c2102e5e99e0cb9cf173…
The following 4 parameters become mandatory if Device User Agent String (UAS) is not available
device_platform		Device platform(mobile, desktop, connected device)	Required if no UAS	DSK, MBL, OTT
device_type		Device type for connected devices	Required if no UAS	AMN, APL, DVD, GGL, PSX, RKU, STB, STV, XBX
os_group		Operating system of mobile devices. All other device should be NA	Required if no UAS	IOS, DROID, NA
device_group		Type of device: phone, tablet, desktop, set top box (CTV or OTT), unknown	Required if no UAS	DSK, PHN, TAB, STV, DVD, PMP, OTHER, STB, XBX, PSX, AMN, APL, GGL, RKU, UNWN
The following 4 parameters become mandatory if IP Address is not available
robotic_flag		Flag indicating IAB bot rule if IP address present in IAB bot list	Required if no IP	Format: integer 0 = not bot, 1 = bot
zip_code		ZIP code where viewing occurred	Required if no IP	10001
country		Country ISO 3166 ALPHA-2	Required if no IP	US, CA, etc.

Note: All parameters are case sensitive.