in Data & Insights

New IAB Standards Based Traffic Report

In our ongoing mission to produce metrics that are both transparent and relevant to online publishers and advertisers, we’ve released a new traffic report for Quantified publishers based on Internet Advertising Bureau (IAB) standards. The IAB is an industry group that develops standards to facilitate online advertising, from ad unit sizes to billing practices. Their measurement standards cover matters such as what can be counted as an impression, how to detect robot and spider traffic, and what constitutes a user session, generally with an eye toward ensuring advertisers are reaching the audiences they’re paying for.

Our new IAB Compliant Traffic Report views publishers’ traffic through the IAB’s advertiser-centric lens and gives insight into how much human activity is behind the measurement pixel count underlying our metrics. It estimates how many pixel requests likely came from the same page, what fraction of page views are caused by auto-refresh, and what fraction of a publisher’s traffic is generated by robots and spiders. Its session count is based on the IAB definition of a half-hour of inactivity.

The Internet is changing rapidly and often standards may not accommodate all forms of media delivery. Notably, for some publishers, the IAB guidelines take a conservative approach to the measurement of Flash traffic, discounting the Flash embed events that our daily report counts as page views. This means a significantly lower IAB compliant number for Flash-centric publishers such as widget networks. As usual, publishers can opt to share this specific report publicly or keep it for internal purposes only via their profile settings page. Our methodology section has more details of the new statistics.