Marketing / Advertising
Impression served impression, rendered/measured impression, viewable impression
One instance of an ad being delivered to a user's screen.
The fork, why two teams get different numbers
An "impression" is counted at three different moments and the counts do not match.
In the Metric Library
- The full fork, both definitions worked all the way through
- The trap that makes the number lie, on a real export
- Every formula variant, spelled out
- The reconciliation anchor, what to tie it to and when to refuse
Reference: MRC/IAB Viewable Ad Impression Measurement Guidelines (reference) ยท MRC Invalid Traffic Detection & Filtration Guidelines (reference)