Impression counting methodologies
Overview
This document outlines how Equativ counts impressions for display (web/in-app) and in-stream video formats and how this aligns with industry standards.
Equativ's impression counting method by format
Display web formats
In case of display web formats, Equativ's default counting method is on load: the impression pixel is fired when the creative loads.
Alternatively, Equativ supports the 1px rendering counting method, available upon request: if in doubt about your current counting method configuration in your account/network, reach out to your contact at Equativ for more details.
Display in-app formats
In case of display in-app formats, Equativ uses the 1px rendering counting method: an impression is counted when when at least one pixel is viewable, as specified by the Open Measurement Interface Definition SDK (OMID SDK). This counting method is aligned with MRC and Google standards.
In-stream video formats
In case of in-stream video formats, Equativ's counting method relies on the VAST standard: the VAST event pixels are provided in Equativ's ad response sent to the player and the player fires the appropriate VAST events (start event, quartile events etc.).
In case of in-stream video ad pods, an impression is counted when each ad in the ad pod starts playing.