Reducing ad serving discrepancies – effective global standards for local markets

Andy Flint
ABC Electronic, United Kingdom


The strategy adopted was to identify three measurement tools at different points in the delivery chain and verify their reporting to a common standard.

The points of measurement chosen were:

  1. Publisher

  2. Ad Network

  3. Agency

ABC Electronic then reviewed the causes of discrepancies in order to clarify measures that could be taken to reduce them.


There are numerous points where measurement of an ad impression (an ad delivered into a valid user's browser) can take place. The typical flow from browser request to browser rendering is as follows: