IAS last week rebranded the metric Qualified Ads to Quality Impressions. According to IAS, Quality Impressions are an MRC accredited metric.
The impression is labeled as Quality Impression when an ad unit is viewable, by a real person, in a brand-safe and suitable environment - all within a campaign’s correct geographical parameters.
IAS says Quality Impressions consolidates all the most important metrics into one umbrella metric to give marketers a singular point of reference for campaign health.
“Not all impressions are equal and advertisers need an easy way to understand whether a digital ad meets their media quality standards for a campaign,” said Tony Marlow, CMO, IAS. “Rebranding this key metric to ‘Quality Impressions’ is exciting because it represents transparency into digital advertising quality, which is a key driver of campaign outcomes.”