Description of methodology

Below are resources that contain the methods for measurement, invalid traffic (IVT) filtration, and reporting used by Ad Manager.

• Display advertising methodology
• Video advertising methodology
• Active View description of methodology

Accredited report metrics

The Ad Manager report metrics listed below are accredited by the Media Rating Council (MRC) for Display, Video, and Rich Media creatives within Desktop, Mobile Web and Mobile application environments and marked with  in Ad Manager and any exported reports. Metric totals are net of compliant General Invalid Traffic (GIVT) filtration, as well as some Sophisticated Invalid Traffic (SIVT) filtering techniques.

• Ad server impressions
• Ad server Active View eligible impressions
• Ad server Active View measurable impressions
• Ad server Active View viewable impressions
• Ad server Active View % measurable impressions
• Ad server Active View % viewable impressions
• Ad server unfiltered downloaded impressions
• Ad server Active View non-viewable impressions
• Ad server Active View non-viewable impression distribution
• Ad server Active View undetermined impression distribution
• Ad server Active View viewable impression distribution
• Ad server Active View non-measurable impression

Learn more about Ad Manager report metrics