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Overview

Traditionally, for display ads, Sizmek reported impressions when the ad started rendering on the user device. The on-render measuring approach did not consider whether the ad container was visible to the user within the device screen viewport. Sizmek employed the on-render impressions reporting in both web browsers and mobile apps (in-app) servings.

The advertising industry recognizes the need to move away from the on-render to visibility-based impressions. However, digital, especially mobile, devices do not natively offer mechanisms that allow for affirmative visibility computations. MRAID narrowed the in-app verification capacities gaps, but it cannot address every in-app serving scenario.

New Mobile In-App Display Ads Impressions Counting Methodology

SAS mobile in-app impression counting methodology for display ads has changed. In addition to identifying the moment ad renders on the page, the new algorithm accounts for ad container visibility. SAS scripts report in-app impressions when the app displays at least one ad's pixel on the device screen.

The changes apply to the servings in the apps that support either MRAID or OM SDK. When servings occur in the apps that do not engage either MRAID or OMID, the display ads continue reporting impressions on-render.

  • Improper implementation of tags and cache-busters

  • Differences in the definition of an impression/click

  • Differences in filtering methodologies for invalid impressions or clicks

  • Invalid comparisons of reports

Before you begin testing, verify that both reports:

  • Cover the same date range, using the same time zone.

  • Include the same line items or ads.

  • Exclude unfilled impressions, as these can inflate Ad Manager numbers.

  • Differences between 3rd party reports.

  • When an ad server delivers line items that are hosted by a 3rd party, reporting discrepancies between the two systems occur, and it is common to see campaign variances of up to 10%.

Effect of New Methodology on Reporting Impressions

Effect of New Methodology on Sizmek and Publishers Reports

There are five types of publishers. For each publisher type, the expected outcomes for mobile in-app display impressions will vary in the following ways.

 

  • Publisher daily delivery data broken down by placement

  • SAS placement ID/the trafficked tags

  • Live page (or a test page that mimics the live implementation) that allows Support to view and test the implementation

  • Technical contact information for the publisher or application experiencing the discrepancy

  • Ad server of the site

  • Time zone of the reports

  • Counting methodology of the 3rd party or site - how they define impression, click, or conversion

Please provide this information in the Discrepancy Worksheet and contact your customer success manager or our support team (support@sizmek.com).

Note

Note: The worksheet link leads to a limited preview of the file. Download the full file by clicking on Actions > Download after clicking on the link.

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