The Association for Online Publishing (AOP) has released the results of a six-month analysis into ad discrepancy levels among its members, uncovering the key causes for inconsistent impression delivery numbers between publishers and buyers.
AOP commissioned independent analyst RedBud to assess 128 campaigns across 11 websites from April to September 2019. Results reveal ad discrepancy levels average 8.35% when keyword-blocking tags or brand safety wrappers are operating. Compared to the median rate of 3.42% without tags, this equates to a difference of almost 150% (144%).
The study has shown that differences in creative construction, API call sequences and the number of pixels firing can fuel sizeable delays to impression counting on the buyer ad server side.