You’ve probably heard that ad impression discrepancy can be caused by Malvertising attacks. If so, you’re not alone. Many marketers have also struggled with this issue. It can also be caused by Page load time, Ad-blocking software, and Pre-cached ads. If you’re experiencing this problem, there are a few things you can do to fix the problem.
Malvertising attacks can cause ad discrepancy
An ad discrepancy is a mismatch in ad impressions and ad requests. There are several reasons for this discrepancy, including redirects between a landing page and an ad, server timeouts, or network connection failures. The difference is measured as a percentage. This number is calculated by dividing the publisher’s ad count by its demand partner’s ad count.
Malvertising attacks are becoming increasingly common, especially on mobile devices. Statistics show that the average adult in the U.S. spends nearly three hours a day on their smartphone, and most never log off. This makes mobile advertising platforms extremely vulnerable to attacks. Malvertising attacks have a tendency to target these vulnerable devices and create discrepancies in ad impressions. While many companies have taken steps to protect their ad inventory from malvertising attacks, some websites remain unprotected.
Page load time
When it comes to ad impression discrepancy, loading time plays a critical role. If a user leaves the page before the ad loads, that person is not considered to have received an impression. Another common cause of ad discrepancy is data coming from different time zones or geographical locations. Unless these discrepancies can be eliminated, publishers should take action as soon as possible.
A slow loading site can have a dramatic impact on bounce rates. Google reports that a third of visitors leave the page before the ad has even loaded. In addition to reducing site performance, this can also cause discrepancies in ad impression calculations. When a user leaves a page before the ad has even loaded, one party may consider it an impression, while the other will count the user as leaving the page without completing the ad.
Ad-blocking software
It is difficult to accurately measure how many impressions are generated from online ads when you have Adblock installed on your computer. Incorrect impressions are caused by different factors, including time zone differences and ad server failure. This conflict can damage the reputation and market value of a publisher. Additionally, it can result in overselling of inventory because of inaccurate impression figures. Adblock is a great solution to this problem, but there are also risks.
A major reason for discrepancies between ad impressions and publisher stats is ad blockers. Ad blockers block ad delivery, measurement, and odd domains. Since the software blocks the scripts that power most ad formats, you’re not guaranteed to get the impressions that you’re seeking. Ad-blocking software may also impact your analytics report and figures.
Pre-cached ads
There are several factors that can affect the measurement of ads, and a pre-cached ad can lead to an impression discrepancy. The amount of impressions differs between publishers and advertisers based on the number of requests the publisher receives for ads and the delivery of these ads. Different platforms also have different methods for calculating impressions, and this can lead to an impression discrepancy. The most common metrics for measuring ad performance include page views, impressions, user sessions, and bounce rate.
Several factors can also contribute to an impression discrepancy, and one of these is the way that ad requests are processed. Many users will leave a page before the ads have fully loaded, meaning that they aren’t providing impressions to the ads. If the page loads too slowly, a pre-cached ad can take a long time to display, leading to an impression discrepancy.
