All creative types use delayed impressions . This means that impressions aren't counted until the creative renders and sends an impression request back to Google. Because of this secondary request, the Bids metric total can be greater than the billable Impressions value for these creative types.
Expiration windows
The expiration window for impressions-based billing events varies by inventory
type. The expiration window of the request in seconds is sent in the Imp.exp
field in OpenRTB, and adslot.impression_expiration_seconds in the Authorized
Buyers protocol.
- App Open requests: 4 hours
- Server-side requests: 4-6 hours
- Podded in-stream video inventory: 4-6 hours
- All other inventory: 1 hour