Not a measurement
Inventory without proof is discounted and budgets move to more readable channels; operators offer buyers internally defensible numbers on what played, where, when and under what conditions.
Not a measurement. Inventory without proof is discounted, and budgets move to more readable channels. What was played, where, when and under what conditions operators can show, they offer buyers numbers that they can defend internally. IAB standards place Ad Play and Gross Impressions at the report level, with formulas published, while Opportunity To See is meanwhile marked as an aspiration at the start of digital activation. Standards work has accelerated in the last two or three years, but fragmentation persists — each operator fixes a part of the chain in its own way. That gap is as much a standards problem as an engineering problem, and buyers should pressure operators on what can be verified at the device level.