Reporting plays a key role in the AdSense experience. In fact, two-thirds of our partners consider it the most important feature within AdSense. Helping partners understand and improve their performance metrics is a top priority. Today, we’re announcing updates to how we report AdSense impressions.
The Interactive Advertising Bureau (IAB) and the Media Rating Council (MRC) in partnership with other industry bodies such as the Mobile Marketing Association (MMA), periodically review and update industry standards for impression measurement. They recommend guidelines to standardize how impressions are counted across formats and platforms.
Over the last year, to remain consistent with these standards, we have transitioned our ad serving platforms from served impressions to downloaded impressions. Served impressions are counted at the point that we find an ad for an ad request on the server. Downloaded impressions are counted for each ad request once at least one of the returned ads has begun to load on the user’s device. Starting today, publishers will see updated metrics in AdSense that reflect this change.