Description of methodology

This article describes resources that contain the methods for measurement, invalid traffic (IVT) filtration, and reporting used by Ad Manager.

Additional resources include:

• Display advertising methodology

• Video advertising methodology
• Active View description of methodology

Accredited report metrics in Desktop, Mobile Web, and Mobile application environments

The Ad Manager report metrics listed are accredited by the Media Rating Council (MRC) for Display, Video, and Rich Media creatives within Desktop, Mobile Web, and Mobile application environments, and marked with  in Ad Manager and any exported reports. 

Metric totals are net (or inclusive where indicated *) of compliant General Invalid Traffic (GIVT) filtration and some Sophisticated Invalid Traffic (SIVT) filtering techniques. 

• Ad server Active View eligible impressions
• Ad server Active View measurable impressions
• Ad server Active View viewable impressions
• Ad server Active View % measurable impressions
• Ad server Active View % viewable impressions
• Ad server Active View non-viewable impressions
• Ad server Active View non-viewable impression distribution
• Ad server Active View undetermined impression distribution
• Ad server Active View viewable impression distribution
• Ad server Active View non-measurable impressions
• Ad server begin to render impressions
• Ad server unfiltered begin to render impressions* (totals are inclusive of compliant GIVT filtration)
• Auto-plays (Video only)
• Click-to-plays (Video only)

Learn more about Ad Manager report metrics.

Accredited report metrics in a Connected TV (CTV) environment

The Ad Manager report metrics listed are accredited by the Media Rating Council (MRC) for Video creatives within a CTV environment and marked with  in Ad Manager and any exported reports.

• Ad server begin to render impressions
• Ad server unfiltered begin to render impressions* (totals are inclusive of compliant GIVT filtration)
• Ad server inactive begin to render impressions 
• Auto-plays
• Click-to-plays

There are no latency measurement limitations for CTV. Please note that at this time, Google receives TV's power state signal status for Android TV only.