We Need A New Way To Define Ad Impressions

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Business Insider 

It seems simple, but if you really think about it, what is an ad impression anyway? The Interactive Advertising Bureau (IAB) defines an ad impression as “a measurement of responses from an ad delivery system to an ad request from the user’s browser, which is filtered from robotic activity and is recorded at a point as late as possible in the process of delivery of the creative material to the user’s browser — therefore closest to actual opportunity to see by the user”.

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