Ad Metrics
Reporting Standards for Ad metrics.
Our Ad metrics are central to our assurance services for online video and TV-like content.
The Ad metric definitions and associated guidance are listed below, together with a link to the related Website/App Activity Standards.
View full Website/App Activity Standards( printable PDF )
Metrics and Guidance
Ad Unique User
A Unique User that has made at least one Ad Impression.
Ad Impression
A file or a combination of files sent to a valid User as an individual advertisement as a result of that Ad User’s request being received by the servers.
Guidance: A valid Ad Impression may only be counted when an ad counter receives and responds to an HTTP request for a tracking asset from a client. The count must happen after the initiation of retrieval of the underlying page content. Examples of a tracking asset typically include a pixel tag, a 302 redirect, or the ad content itself.
App Ad Impression: Note: The App Ad Impression represents the serving of a banner or similar creative from a separate ad server into the App environment.
This does NOT cover the advertising that appears on digital editions as part of the same content (e.g. a PDF of a print copy).
Average Ad Streams
The sum total of all AV Play Durations to a content item identified as an advertisement, divided by the content length specified for that advertisement.
An identifier system must be used that will give the agency, ad name and ad length.
Whether scrubbing has been disabled or not must be reported.
Guidance: For UK measurement the Clearcast clock number will be an appropriate identifier.
The method of measuring ad length can either be precise or a system that records, for example, quartiles – providing this measures to a point that has been passed (i.e. will not over-report ad length).
Web Feed Ad Impression
A file sent to a valid browser as an individual advertisement as a result of that browser's client-initiated request for a Web Feed Article Impression being received by the server.
Latest updates
November 2023
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Ad Metrics highlighted in own page on this site.
Archived standards
If you require past versions of Reporting Standards please contact us.
