Geek's thoughts…. Purely Online Media

Impression discrepancies, a big hassle for both publisher and online marketers.How to avoid the discrepancies or rather minimize it is a Big Q.Usually this arises, when there are 2 or more ad serving platforms involved for an ad delivery.

Steps to approach a discrepancy problem

• First check the discrepancy limit is within allowable limit.Usually it could be less than 20%.Generally ad serving companies would not entertain discrepancies issues that is reported less than 20%

• Next check the data of publisher and advertiser report ran for the same period.And Data is of same age.Some ad server updates 24hrs ~48Hrs.the best way is to generate 2 reports day wise and compare

• If advertiser ad server under delivers,Check the settings if you have done frequency capping/geo-targeting or any targeting.So some impressions would be burnt on default or backup ads

• Another reason could be improper cache busting done at publisher end so check with technical person to know if cache busting properly done

• If advertiser ad server over delivers, chances are same Tag could be running on different publishers

• Check how the advertiser and publisher handles POP Up/Under Ads if blocked by POP blockers.Usually Ad servers would not count impressions blocked by pop blockers

• Also check the respective ad servers to know if they had any issues in data updates