Desktop Display Impression Measurement Guidelines

IAB and MRC, with the assistance of the IAB Tech Lab, have introduced a revision to the Desktop Display Served Impression Guideline, shifting desktop digital ad measurement away from a minimum of “count-on-ad-insertion” approach to a “count-on-begin-to-render” model. With this move, mobile and desktop measurement will be more closely in sync with digital video measurement, which already requires “count-on-begin-to-render.”

Consistent and accurate measurement of Internet advertising is critical for acceptance of the Internet as a marketplace and is an important factor in the growth of Internet advertising spending.

This document establishes a detailed definition for ad-impressions, which is a critical component of Internet measurement and provides certain guidelines for Internet advertising sellers (herein . . .