Ad Impression Measurement Guidelines (US & Global)

These foundational measurement guidelines, released in September 2004, introduced common practices for measuring ad impressions. The IAB Ad Impression Measurement Guidelines have become the standard by which ad-tracking companies are evaluated. In general, these guidelines outline client-side ad counting. In a server/client relationship where the ad is served from the ad server to a client, client-side counting counts the ad once client has confirmed that it received the ad tag for retrieving the ad. This method counts the ad as close as possible to an opportunity to be seen.

Additional measurement guidelines have been developed since the release of the original Ad Impression Measurement guidelines to account for the ever-changing pace of digital advertising. Most additional guidelines are based on . . .