How does impression tracking work?
If you want to understand the Ad-tech ecosystem first, you can read about it here.
There is the advertiser side of things and the Publisher side of things.
Advertiser Side
The advertiser runs the Ads through a demand-side platform or DSP. However, the Tag is created using an Ad-server and then served using a DSP.
DFA and Sizmek are advertiser end tools that are used to generate a tag out of a creative. These tags will be sent to the DSP for trafficking.
The impression is tracked in DSP, as the ad is called from DSP. DSP will count the impressions and DFA will also count the impressions.
Publisher side
The publishers take Ads from the advertisers to run ads on their website. They will be using DFP's services to do this.
Both DFA & DFP do the same thing but one is an advertiser end tool and another is a publisher end tool.
Since there are multiple players involved there is bound to be a discrepancy in the way they count impressions. Main reasons why a discrepancy occurs:
1. Third parties like DFA count an impression when a page fully loads. Whereas the ad-serving platforms count clicks when the user clicks a banner.
2. Vendors might give reports in different time zones which causes a lot of reporting discrepancies.
3. Sometimes the page might not load due to network issues hence causing the discrepancy.
There can be many other reasons for such discrepancies as standards for measuring impressions, caches, etc.
Handy Terms
DCM - Formerly known as DFA
DBM - Google's DSP
DFP- Double click for Publishers
DFA - Double click for Advertisers
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