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Fraudulent impressions

According to the Media Ratings Council, impressions that result from an intentionally deceptive practice designed to manipulate legitimate ad serving or measurement processes or to create a fictitious activity that leads to inflated counts. All fraudulent impressions are invalid (but not all invalid impressions are fraudulent), and impressions known to be fraudulent can never be viewable impressions. Some viewable impression measurers apply additional techniques to identify suspected fraudulent impressions subsequent to making a viewability determination about an ad and account for these in their reported impression counts.