Yahoo's New Ad Tracking System

Source Title:
Yahoo ushers in new ad tracking system
Story Text:

Yahoo's new ad tracking system is gaining praise from marketers for only counting impressions once the ad has fully loaded. This means that ads being blocked for example, do not count, which is the reverse of the way these things are generally measured.

The system will count and report ad impressions only after the ad's graphic loads in the viewer's browser. Ads within blocked pop-ups, for instance, would not receive credit. Most Internet publishers currently measure their ad impressions at the other end--when they leave the server.

You can catch the press release here