Dealing with count differences

Problem:  

There are some different results from measuring ad impressions (no equivalent reporting) between marketing manager and agency.

Solution:  

The reasons for the count differences are detected and reduced by a standard procedure.

  • Uniform guidelines for all participants
  • Faster processing with checklist (see below)
  • Joint responsibility


Definitions

Ad Impression

An ad impression as defined by IAB Measurement Guidelines is the measurement of a response through an ad delivery system (adserver) as a reaction to an enquiry from a user's browser adjusted by automatic processes such as e.g. search engine scans of the impression created. The ad impression is measured as late as possible in the advertising medium delivery process to the user's browser in order to reflect the actual advertising deliveries as accurately as possible.

Here you will find the IAB Interactive Audience Measurement and Advertising Campaign Reporting and Audit Guidelines. 

Count difference

It is based on the reporting from the publisher adserver (100%). A deviation of up to 10% is accepted as normal in this market sector. However, there is a count difference if the count difference exceeds 10%.

 

Procedure

  • On-time and regular comparison of the campaigns during the run time
  • If count difference >10%:
    - Exchange of reports on a daily basis of all formats and placements concerned
    - Processing of the checklist by the agency and by the marketing manager
        - Download checklist agency
        - Download checklist online sales house
    - Comparison of results
    - Problem solving