Reducing measurement discrepancies

When integrating your demand with ExoClick RTB platform, how billable events are signalled affects how closely your counts align with the publisher's:

• Include burl in your bid response (alongside nurl) to be fired server-to-server when the impression (or click, in the case of CPC pricing models) becomes billable, so events are counted from the billable event rather than a client-side pixel.
• Without burl, ExoClick publisher zones that use billable-event counting will record Impressions = 0 for that demand, so providing it matters for accurate reconciliation.
• Reconciliation is between adjacent nodes only in a multi-hop supply chain, each pair of networks aligns independently; it doesn't carry across the whole chain.
• The billable event follows the pricing model an impression for CPM or a click for CPC, per the btype field.
• Reconcile clicks like-for-like (valid + invalid together), and expect display formats to reconcile most reliably on impressions, and click formats on clicks.