What does a discrepancy indicate in reporting?

A discrepancy in reporting indicates different impressions or conversions reported by the buyer and seller. This can be an important signal to marketers and advertisers as it shows that the data being reported does not align, which can impact campaign effectiveness and ROI assessment.

When discrepancies occur, they highlight the need for further investigation to understand why the same data points are reflected differently by both parties involved in the transaction. For instance, if the advertiser reports a higher number of impressions or conversions than the publisher, this inconsistency needs to be clarified to ensure accurate measurement and to refine future digital strategies.

Additionally, identifying discrepancies and resolving them can help both the buyer and seller improve their data tracking methodologies and systems, ensuring enhanced accuracy and transparency in future reporting.