The Buy Side Doesn’t Want Impressions Counted Before They Hatch | AdExchanger
For the buy side, the only fair way to measure mobile ad impressions is when they’ve actually rendered on a device.
Otherwise, advertisers might be getting taken for a ride by publishers using different methods of counting, said Richy Glassberg, CEO of Medialets, a mobile ad platform and mobile ad server that’s been under WPP since April 2015.
“If an advertiser pays a publisher to deliver 100 million ads, that publisher needs to make sure the advertiser gets 100 million ads rendered and not 100 million ad calls,” Glassberg said. “We need to hold publishers accountable and count on render.”