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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.