Definition Of Video Ad Impression Has Grown More Complex

The video advertising market has grown more complex in the past decade as millions of households connected their televisions directly to the internet. This shift added another way for brands to reach consumers on a variety of formerly ad-free streamed channels that introduced ad-supported tiers, such as Netflix, Amazon Prime Video and Disney+.

Amid this changing video landscape, marketers are confronting key issues such as how to measure ad impressions, as the IAB details in its "The Anatomy of a Video Impression" report.

“As digital video consumption surges, standardizing impression measurement across platforms has become critical,” according to the report. “However, differences in counting impressions, including approaches that need to be more compliant with industry definitions, may be present, complicating advertisers’ efforts to assess campaign effectiveness consistently.”