Impression discrepancy can be a huge problem if you are working with an ad network and sending them large amounts of your digital inventory. impression discrepancy occurs when impressions are lost when you send an ad network impressions for them to fill with advertisements. The end result is a watered down eCPM and reduced revenue that you earn from the advertisers. The first step to resolve impression discrepancy is to learn how to calculate impression discrepancy.
Unfortunately digital advertising technology and website code is not always universal. Advertisements need to be called on by an ad server in 200 milliseconds, which is both a blessing and a curse. the industry accepted standard for discrepancy is 10%.