Why I get 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.

Process

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% or enabling mediasmart real-time viewability.

Partners

Using one of these solutions will let you track Ad Loaded and Ad Viewed:

mediasmart real-time viewability
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.