Change to mobile app impression counting
DoubleClick is changing the way mobile app impressions are counted to align with industry standards. An impression will be counted when one or more pixels of the ad creative is visible on a device's screen.
- Currently, DFP mobile app impression counting methodology can vary by ad format.
- After this change, DFP counts a mobile app impression when the ad content has begun to load and at least some part of it is displayed within the user's view.
Summary and timeline of changes
As of October 3, 2017, Ad Exchange creatives filled through DFP, select DFP creative formats, and Exchange Bidding use the new methodology. Ads requested directly from Ad Exchange apart from DFP and other DFP display formats will adopt the new methodology in 2018 and 2019. Watch the release notes for more details.
|Timeline||Summary of change|
|October 3, 2017 *||
DFP uses the new impression counting method for Ad Exchange creatives filled through DFP, select DFP creative formats, and Exchange Bidding
Counting for other Ad Exchange impressions requested directly from a mobile app, not through DFP, remain unaffected, even if the Ad Exchange account is linked to a DFP network.
|Early 2018||Ad Exchange ads requested from direct Ad Exchange tags begin adoption
In 2018, ads requested directly from Ad Exchange tags (not through DFP) will adopt this new counting methodology.
|Early 2019||All other display formats served through DFP begin adoption
In 2019, all other mobile app ads served through DFP (including reservation and programmatic guaranteed impressions) will adopt this new counting methodology.
* Select DFP networks began adoption in July and September 2017.
Assess the impact for your network
We expect this change to be a net revenue boost to most publishers in the long term as it increases advertiser trust and the ability to optimize on Ad Exchange. Some publishers, however, might initially see a decrease in impressions counted and revenue earned.
For Ad Exchange mobile app delivery, use the following DFP report metrics:
- Ad Exchange impressions
- Ad Exchange average eCPM
- Ad Exchange revenue
For Exchange Bidding delivery, use the Demand Channel dimension, filtered by "Exchange Bidding".
How is this different than the transition to downloaded impressions?
This is a similar change, but not the same. Mobile app inventory is different than web inventory, so counting on download isn't sufficient. Because mobile apps can "cache" (or, prefetch) creatives, a slightly different methodology is required to accurately count each impression event.
Is DFP impression ad serving fees affected by this change?
No. DFP, Ad Exchange, and Exchange Bidding ad serving fee billing methods are not affected.