Why I get more Ad Loaded than Impressions?

When an Ad is served on a device, it follows this process:

• Ad Requested

• Ad Served

• Ad Loaded

• Ad Rendered, i.e. Impression

• Ad Viewed

Ad Loaded is an event that takes place before the impressions.

• Ad Loaded is an event that has to be notified to mediasmart by calling %ext_ad_loaded%

• mediasmart doesn't indeed track Ad Loaded. Using one of these solutions will let you track Ad Loaded and Ad Viewed:

  • Celtra: tags that are generated for Mediasmart automatically contain Ad Loaded and Ad Viewed macros.

  • Nexd: tags that are generated for Mediasmart or Nexd creatives that are created in Mediasmart automatically both contain Ad Loaded and Ad Viewed macros.

  • AdLedge: Ad Loaded is actually used not to track when the Ad is Loaded but rather to notify that the measurement of the viewability can be done. Indeed, there are cases where measuring viewability cannot be done. Ad Ledge provides transparency (unlike other Vieawability tracking solution providers) when they're unable to track the viewability. With Ad Ledge, if there's no Ad Loaded, Ad Viewed cannot be tracked.

Now, why are you seeing in your reports more Ad loaded than impressions? There are cases where the Ad is loaded but never Rendered; consequently, there are more Ad Loaded than Impressions. There are indeed rare cases where buyers - on certain DSPs - can pay for Ad Loaded and not Impressions - mediasmart only bills Impressions.