Update: Public Comment Period is now closed
“Served Impressions” has always been the industry standard for measuring the delivery of digital advertising. However, the methods and rules for counting served impressions has often differed amongst the different ad serving technologies, resulting in numerous discrepancies across the industry. The industry has changed significantly over the years and the IAB and MRC are now pushing for a change in the way impressions are counted and billed upon.
The “IAB Begin-to-Render Ad Measurement Model” document outlines the industry changes toward the Begin-to-Render model and addresses the process of Begin-to-Render, the market perspective, key vendor stances and models and how it ties in with IAB LEAN principles.
