The Advanced Reports sub-section of the Statistics section lets you generate reports for blanks, keywords, platform, and domain statistics. Each report also has a counterpart for VAST ads, with the exception of domain statistics.
This lets you generate reports that show the ad requests, impressions, responses, and blanks within the chosen period.
A blank is an ad request that doesn't lead to a response or an impression. For normal display ads, responses are the same as impressions. For demand source ads, responses are wins, while impressions are views. For VAST ads, responses are the same as a request.
There are several factors that could lead to blanks. It could simply be because a campaign is not active. It may be because of your delivery and pacing, targeting, and other assignment settings. If you're using programmatic advertising, there may be times that demand sources cannot find a suitable ad for your setup. This report may help you analyze and adjust your setup to optimize your inventory.
When creating a Blank Log Statistics report, you can choose to show all data, or only data from specific publishers or zones. Click on the gear icon to choose the types of statistics to include in the report.
This lets you generate reports relevant to keyword targeting, showing which of your keywords matched within the chosen period.
When creating a Keyword Statistics report, you can choose to show all data, or only data from specific publishers, zones, advertisers, campaigns, or ad items.
This lets you generate reports that show the general device type (desktop, mobile, or tablet), browser, and operating system that your viewers used within the chosen period.
When creating a Platform Statistics report, you can choose to show all data, or only data from specific publishers, zones, advertisers, campaigns, or ad items.
This lets you generate reports that show the domain names (or websites) where your ads were displayed during the chosen period.
If you have the Enhanced Analytics add-on, your domain statistics report will include a metric called "undeterminable impressions." These are impressions that can't be classified as viewable or eligible.
For information on adding add-ons, read How to change your subscription.