IAB's Impression Exchange standard facilitates the exchange of ad serving data between publishers and 3rd-party ad servers, providing publishers with daily updates on discrepancies to help flag potential issues.
"DoubleClick becomes the first advertising technology provider to achieve end to end compliance with Impression Exchange. Additionally, we're working throughout the industry to ensure interoperability as they also adopt this new standard.
Impression Exchange offers a number of benefits for advertisers. It reduces the amount of time spent resolving discrepancies and eliminates the need to manage multiple reporting sign-ins for publishers. Also, the IAB and 4A's new terms and conditions state that if a publisher using IE is working with an advertiser who has the solution available but isn't using it, then publisher's numbers will be used for billing.
IE is available in DoubleClick for Advertisers and DART for Publishers, with integration of full suite of DoubleClick publisher products planned for the future," noted Google.