This change is beneficial for several two key reasons:
- The change aligns mobile and desktop guidelines with video, which already uses a begin-to-render methodology, and thus standardizes counting measurements in general.
- The change better aligns impression measurement with the counting model in place for viewable impressions, which provides an avenue to more cohesive cross-platform measurement for both publishers and buyers.
- Are there more reasons? Otherwise should probably say "This change is beneficial for two key reasons:"
To learn about how the count on begin to render methodology is being implemented at AppNexus, see our client FAQ.