Amazon to Exclude Off-Screen Ads From Impression Counts Starting January 2027
· 1h ago · Originally reported by PPC Land
Amazon will stop counting display ad impressions unless the ad is actually shown on screen, beginning January 1, 2027. This change is expected to reduce reported impressions by 63%, but details on how this will affect CPM pricing and billing are not yet clear.
Why it matters
This move aligns Amazon with industry standards for viewability, making ad measurement more accurate and potentially affecting how advertisers are charged. It could lead to more transparent reporting and better value for advertisers.
Explain it like I’m new here
Amazon will only count ads that people actually see, not ones hidden off the screen, making things fairer for advertisers.
Terms in this story
Impression
An impression is one instance of an ad being served and counted as displayed to a user; it is the basic unit that most online advertising is bought and sold by.
Display advertising
Display advertising is visual online advertising, such as banners, images, animations and rich media, shown in ad slots on websites and apps, as distinct from search, video or audio ads.
CPM (cost per mille)
CPM (cost per mille) is the price an advertiser pays for one thousand ad impressions; "mille" is Latin for thousand.
Creative
A creative is the actual ad content a person sees or hears, such as an image, video, audio spot, HTML5 animation or native text, delivered into an ad slot.
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