We’re aligning our impression tracking methodology to fit industry standards to ensure data consistency and billing accuracy. In our most recent product release, Sovrn is transitioning our impression tracking methodologies towards bill-on-render.
What’s New:
Sovrn is transitioning our impression tracking methodology in a phased approach towards bill-on-render. In this impression tracking model, advertisers are charged only when one pixel within the creative is viewable for any amount of time.
Why This Matters:
The programmatic ecosystem is rapidly shifting toward bill-on-render and other viewability models, led by major buyers like who only want to pay for impressions that actually render on a user’s screen. Many SSPs have already adopted similar policies or aligned with these standards, creating an industry-wide expectation for render-based billing. This change protects you by preventing revenue loss tied to impressions buyers refuse to recognize when ads do not download or render. Moving to bill-on-render positions you to meet buyer expectations and maintain stronger, more reliable demand.
Who This Affects:
These changes are applying to all publishers monetizing web or mobile app display inventory through the Sovrn Exchange. Video inventory and CTV is not affected by this change.
When This Happens:
Sovrn began a roll-out of these impression tracking methods starting in November 2025 for several demand partners.
What To Expect:
This impression tracking method will start with the following demand partners in particular and apply when they have won the auction:
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DV360
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Magnite + Magnite UK
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Pubmatic + Pubmatic UK
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Equativ
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OpenX
The logging of display impressions will now reflect when the ad is in view (when 1 pixel of the creative is viewable for any amount of time), rather than when it is served. This will be reflected in reporting.
In order to ensure that your reporting aligns with this new standard, please refer to the bid response that you receive from these demand partners.
FAQs:
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How do I track which impressions were logged by DV360?
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Please utilize the following seat IDs in your reporting to identify when these demand partners win the auction:
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DV360 - 23
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Magnite - 80
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Magnite UK - 83
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Pubmatic - 58
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Pubmatic UK - 71
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Equativ - 106
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OpenX - 76
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Will invoicing be impacted by this change?
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Bill-on-render only compensates for impressions that have at least 1 pixel of the creative viewable for any amount of time. Impressions that do not meet this criteria will not be counted within your invoices or reporting.
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Aligning our impression tracking to these standards will help reduce discrepancies and clawbacks from our demand partners and will help improve overall reporting accuracy.
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Will bill-on-render impact the auction or performance?
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This should not impact auction or performance in any way. The tracking logic is placed alongside any/all tracking pixels that need to fire when the markup is served. Nothing is being modified with the bid or with the auction dynamic.
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Questions?
Reach out to our Support Team with any questions you may have.