How does Outbrain measure impressions?

The Interactive Advertising Bureau (IAB) and the Media Rating Council (MRC) periodically review and update industry standards for impression measurement.  Recently, they recommended the change from ads requested to ads served as the standard for how impressions are counted across formats and platforms.

With this in mind, we have updated our methodology to better align with the IAB/MRC guidelines and our peers.

What Changed?

We transitioned the method for how we measure impressions from “Requested Ads” to “ Served Ads” These terms are defined as follows:

  • Requested Ad: An impression is counted when an ad is requested from a server.
  • Served Ads: Page view is counted when an ad is sent (or “served”) to a publisher by the ad server, and the recommendation is downloaded to the user’s device, rendered, or viewed by the user.

Because we are now only counting impressions that are “Served,” some Engage clients might see decreases in their page view counts.  Moving forward, your metrics on the Engage dashboard and scheduled reports will reflect this change.

As always, we will continue to review and update our impression counting technology as new industry standards are defined and implemented.

If you have any questions, please contact your account manager.

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