Impression Tracking

Revenue only counts on confirmed impressions. An impression is confirmed when our tracking pixel fires after the ad renders.

Three Tracking Paths

Every bid response includes three ways to confirm an impression:

nurl — OpenRTB win notice URL. The publisher’s SDK calls this via HTTP GET after winning.
burl — OpenRTB billing URL. Called when the ad is billed (rendered).
adm pixel — A 1x1 <img> tag prepended to the HTML ad markup. Fires automatically when the HTML renders.

All three point to the same endpoint. The confirmation handler is idempotent — firing multiple times doesn’t double-count.

https://rtb.praevis.com/track/imp/s/{shortId}

Short URLs (56 characters) are used for fast DNS resolution and to avoid SDK truncation issues.

Ad wins the auction
Auction result recorded with impression_status = 'pending'
Publisher renders the ad → pixel fires
Tracking endpoint receives the pixel → updates row to impression_status = 'confirmed'
Revenue is now billable

Pending impressions expire after 24 hours. If the pixel never fires, the impression is marked expired and not counted as revenue.

Check your confirmation rate on the Impressions page in the Broker, or ask Broker:

“What’s the impression confirmation rate?”

A healthy rate is above 80%. Low rates may indicate: