A quality media impression is one that exposes the desired consumers to the correct creative in a context that supports attention. Quality in this sense can only refer to whether the desired consumers were exposed to the ad – other measures of effectiveness such as the quality of the creative, the brand idea, or the offer require separate analysis. You cannot say, for example, that a quality impression is one that does its job, or persuades, because that is the function of both the creative and media.
Where to start
The issues of inventory quality in the programmatic ecosystem are...