Ads can be requested by the user’s browser (referred to as pulled ads) or they can be pushed, such as e- mailed ads; 2) A measurement of responses from an ad delivery system to an ad request from the user's browser, which is filtered from robotic activity and is recorded at a point as late as possible in the process of delivery of the creative material to the user's browser - - therefore closest to the actual opportunity to see by the user. Two methods are used to deliver ad content to the user: a) serverinitiated and b)client- initiated. Server- initiated ad counting uses the publisher's Web content server for making requests, formatting and re- directing content. Client- initiated ad counting relies on the user'sbrowser to perform these activities. For organizations that use a server- initiated ad counting method, counting should occur subsequent to the ad response at either the publisher's ad server or the Web content server. For organizations using a client- initiated ad counting method, counting should occur at the publisher's ad server orthird- party ad server, subsequent to the ad request, or later, in the process.

See iab. net for ad campaign measurement guidelines.

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