How Index counts impressions

Depending on the ad format, Index Exchange (Index) counts an impression from a publisher when the impression notification meets the impression counting criteria provided in the following table. The table also includes the Media Rating Council (MRC)'s recommended best practices for each format type.

Format Impression counting criteria MRC counting best practice

Web banner

Index expects to receive the billing notification in the adm field within the time to live (TTL) of 600 seconds.

The MRC recommendation is that an impression is considered billable when the ad markup (adm) “begins to render” on the user’s browser. For more information about ad impression measurements, see the MRC's Desktop Display Impression Measurement Guidelines.

Mobile app banner

  • Index prefers that mobile app publishers support OMID for measuring impressions because Index receives the billing notification when at least one pixel of the ad renders, which reduces impression count discrepancies. For more information on OMID, see Measuring impressions with OMID.

  • If you use burl to send billing notifications, Index expects to receive the billing notification within the TTL of three hours.

  • If you do not use burl or OMID to send billing notifications:

    • Index expects to receive our adm-based notification within the TTL of 600 seconds.

    • Index recommends against pre-rendering creatives in order to reduce discrepancies.

The MRC’s recommendation is that an impression is considered billable when at least one pixel of the banner is painted in the viewport of the user’s device. As a result, Index strongly recommends that publishers integrate with the OM SDK so that Index can measure impressions using OMID and avoid adm-based notification. For more information about ad impression measurements, see the MRC’s Mobile Application Advertising Measurement Guidelines.

Video (instream) on web, mobile app, and CTV

Index expects to receive the billing notification from our VAST adm within the TTL of three hours.

The MRC’s recommendation is that an impression is considered billable when the first frame of the video creative is rendered on the player. For more information about ad impression measurements, see the MRC’s Digital Video Impression Measurement Guidelines.
Native on web and mobile app

Index expects to receive the billing notification in the imptrackers[] array or eventtrackers[] array in the native adm within the TTL of 300 seconds.

Not available

 

Index does not count impressions in the following situations:

  • When billing notifications don't pass our invalid traffic (IVT) standards. Index uses industry-standard IP address and UserAgent blocklists, as well as proprietary methods and data sets to filter invalid traffic.

  • When the same billing notification is sent twice within a given TTL, the second notification will be discarded as a duplicate.

  • When billing notifications are sent after Index's TTL timeout value.