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Change to mobile app impression counting

Ad Exchange mobile app impressions counted when displayed

DoubleClick is changing the way mobile app impressions are counted to align with industry standards. 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 is displayed within the user's view.

Summary and timeline of changes

Expected timeline Summary of change
July 2017 DFP Small Business networks began adoption for Ad Exchange ads
In July, select DFP Small Business networks began using the new mobile app impression counting methodology to count Ad Exchange mobile app impressions for reporting.
September 2017 DoubleClick for Publishers networks began adoption for Ad Exchange ads
During September, DoubleClick for Publishers premium networks began using the new mobile app impression counting methodology to count Ad Exchange mobile app impressions for reporting.
October 3, 2017

All DFP networks started using the new method for Ad Exchange ads
Starting October 3, 2017, all DFP networks will use this new new methodology to count Ad Exchange mobile app impressions filled by DFP.

Counting for other Ad Exchange impressions not filled by DFP aren't affected, even if the Ad Exchange account is linked to a DFP network.

2018 All other ads served through DFP and Ad Exchange direct requests begin adoption
In 2018, all other mobile app ads served through DFP and Ad Exchange direct requests will adopt this new counting methodology.

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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