The number of impressions does not match with my statistics

For us, a request equals to a banner display, and an impression equals to an ad display (several ads can be located in the banner). We're only counting the ads when they are displayed (banners that are not visible don't count).

Number of requests should equal to the number of page impressions on which ones the banners are displayed.

This number is more important if you display several banners on the same page; this number is lower if the banner is displayed on the page in a location where users can't see it (They will need to scroll down the page in order to see it). This can happen if the banner is too "low" in the page, or too much on the right side on a large page (Most users only see around 1000 pixels wide, even less if the browser is not on a wide screen), or even if the banner is on the top of the page and if you have a lot of lot of anchored links (with a # in the url), that drive directly to a particular point on the page (that is often the case in blogs and forums, for example).




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