August 08, 2005

Yahoo! Changes Ad Counting Method, Excludes Undelivered Impressions

Yahoo! introduced a new change to their advertising platform. Impressions will now only be counted if the ad is loaded within a user's web browser. Prior to this modification, impressions were counted as they were sent from Yahoo!'s servers.

This change does not seem to be extremely significant on the surface. However, it is one more step closer to having more accurate data to analyze.

The full story can be read at Online Media Daily.

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