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Change to mobile app impression counting

Counting impressions when at least 1 pixel is visible

DoubleClick is changing the way mobile app impressions are counted to align with industry standards. An impression will be counted when at least one pixel (1px) of the ad is visible on a device's screen.

This new impression counting methodology is compliant with MRC's count-on-download minimum standard and is the same methodology used by AdMob.

What's changing?

  • 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 (one pixel) is displayed within the user's view.

Summary and timeline of changes

As of October 3, 2017, all Ad Exchange ads filled by DFP and native, interstitial, and video display formats served by DFP use the new one-pixel 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 ads
All DFP networks use the new methodology to count:

  • Ad Exchange mobile app impressions filled by DFP
  • Native, interstitial, and video creatives

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.

To assess the impact on your network, use the following DFP report metrics:

  • Ad Exchange impressions
  • Ad Exchange average eCPM
  • Ad Exchange revenue

Common questions

Are all of my ads served by DFP affected by this change?

No. Only mobile app Ad Exchange ads filled by DFP are affected by this change in 2017. All other ads served through DFP and Ad Exchange direct requests will adopt this new counting methodology in 2018.

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 billing affected by this change?

No. DFP and Ad Exchange billing methods are not affected.

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