Data dictionary
One row is one continuous appearance of an ad on screen; if it leaves the viewport and returns, that is a new row. Columns are grouped by what they tell you. Where mobile and desktop name the same thing differently, both names sit in one row. See a whole row →
A column with no tag is on every row. Mobile or Desktop marks a column that only one platform's rows carry. A null column is left out of the line: treat a missing key as null. The one exception is other_brands, which is [] when there are none.
impression_id is unique within an export. A rebuilt day can give its rows new ids, so merge by day, not by id: A daily loader →
Identity
Keys for joining and counting. panelist_id and session_id are stable across exports; a rebuilt day can give its rows new impression_id values.
Unique identifier of the impression, unique within an export. A rebuilt day can give its rows new ids: merge by day, not by id.
9f1c2b3a…4b5c6d7ePseudonymous identifier of the panelist who saw the ad. The same across every export and both platforms, so it counts reach and frequency.
p_0001a2b3The sitting the impression happened in: a period of phone use, or a browsing session.
174823910Where the ad was seen
The website the ad was seen on.
Null on mobile when the ad was seen inside an app rather than in a browser.
aftonbladet.seWhat kind of ad it was: display, in-stream (video inside a video player) or out-stream (video in the page).
displayWhen and for how long
All times are UTC. Rows carry no date column: the download holds a day=DD folder per day inside each month's archive, the UTC date the ad first appeared.
When the ad first appeared.
2026-10-03T09:42:11.412Z2026-10-03T18:05:12.031ZWhen the ad left the screen. On mobile, the device's next screen change after the ad was last captured, in the same app or another, at most 60 seconds later and 10 minutes after first_seen, and earlier when the camera stopped. On desktop, when the ad was last seen.
2026-10-03T09:42:14.778Z2026-10-03T18:05:19.874ZHow long the ad was on screen: first_seen to last_seen on mobile.
Mind the units: seconds on mobile, milliseconds on desktop.
3.3666120When any part of the ad first and last became visible.
2026-10-03T18:05:12.540Z2026-10-03T18:05:18.660ZAd size
Width of the ad. Mobile uses density-independent pixels, so sizes compare across screens.
360300Viewability
The IAB in-view standard, measured in the panelist's browser.
At least half the ad was visible for at least one continuous second.
trueAt least half the ad was visible for at least two continuous seconds.
trueWhether the ad meets the IAB standard for its format: one second for display, two for video.
trueAttention
Gaze measured while the ad was on screen, first_seen to last_seen on mobile, with the same definitions on both platforms. How we measure →
true when gaze was measured while the ad was on screen. Filter on it before computing attention rates.
When false, the attention columns are zero or null. That means "not measured", not "not looked at".
trueTotal time the gaze rested on the ad while it was on screen, in milliseconds.
412690Whether the ad was looked at. The same definition on mobile and desktop, so the two compare directly.
trueWhen the gaze first landed on the ad, and when it last left.
Null when the ad was not looked at.
2026-10-03T18:05:13.102Z2026-10-03T18:05:16.410ZAudience
The panelist's profile on the day of the impression: age, gender, area, country_code, and nothing else. Each can be null when the panelist has not given it.
{ "age": 34, … }The ad
Who advertised and what the ad said. Read from the text and links captured with each ad. A day's brand reading finishes about two days after the day; until then these columns can be missing, and the day's rebuild brings them.
The advertiser, by its public name.
Null when the ad shows no readable advertiser, for example an image ad with no text. The row stays in the export.
OddsetThe exact text the brand was read from, keyed by where it was found: account_name, ad_copy, landing_domain, file_name, view_id.
Null when brand is null.
{"account_name": ["oddset"]}Other brands named in the ad, such as the phone in an operator's ad. Each has a name and its relation to the ad: product, retailer_listing, co_marketing, comparison, sponsorship or unknown.
Empty list [] when there are none, also on a row with no brand. The one column that is never left out for being empty.
[{"name": "iPhone 17", "relation": "product"}]The advertiser's industry on the IAB Ad Product Taxonomy 2.0: the top level, and the full path down to the most specific level that fits.
Null when there is no brand, or the advertiser could not be placed with confidence.
GamblingGambling > Sports BettingThe advertiser's own words in the ad, copied exactly, one piece of text per line.
Null when there is no brand.
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Spela på OddsetAddress of the ad's image or video file, when the app exposes one.
https://scontent…/oddset_v41.jpgContent of the ad's HTML: visible text, headings, links, image, video and script addresses. Only included when the export is started with include_html_metadata and your agreement covers it.
{ "headings": […], … }