IAB Standard Traffic Measurement

We have identified a core set of traffic metrics for more formal treatment, including page views, session counts, video plays, and unique cookies. The industry, through the Internet Advertising Bureau (IAB), has published standards defining how to compute these metrics and what disclosures and procedural controls must be in place for the industry to rely on what we publish. Since 2008, we have been adapting our definitions and procedures to enable us to publish a set of metrics that adhere to the IAB’s standards.

About the IAB Standard Traffic Report

Our website's IAB Standard traffic report shows metrics for which we prepare additional checks and corrections to adhere to industry standards. We publish these monthly, covering the 30-day period leading up to the most recent month's end. We calculate the end of the month based on midnight GMT.

Data Restatement Policy

Although we take particular care to detect and resolve data anomalies before releasing our IAB report results, it is possible that we may discover errors after data has already been published. Our policy is to restate prior results if we discover significant discrepancies in net impression, cookie, or play counts and if the erroneous data is still viewable through our site. The difference must be at least 10% and an absolute count of 1000 cookies, 10,000 impressions, or 10,000 plays to be significant. We will restate the results by publishing new results on our site, with a note explaining the data has been restated.