Difference in Page views in Adobe Analytics and Ad requests on Google Ad Manager 360

[GauravGog]

We see a massive discrepancy between the Page view numbers that we see on our website v/s the total number of ad requests we see in our Google Ad Manager 360. We have around 4-5 ad requests on each web page yet we see a ratio or around 1.5:1 on Ad requests : Page Views. Sometimes on some sponsored sections we see the ratio even worse to around 0.5-0.8 : 1 for Ad requests : PV when on Sponsored sections all the ads are trafficked on Sponsorship on those sections.  Any ideas what could be causing this and how we can improve on ad requests. 

[Jennifer_Dungan]

Ad impressions have complex logic in most ad systems calculate impressions based on whether the ad was in the viewport, how long the add was in the viewport (as in it must be visible on the screen for a certain length of time to count as an impression).

So depending on where your ads are placed on the screen (above the fold, or farther down the page), the size of your pages, and if users are scrolling will all play a huge impact on ad impressions.

Of course, you can't stuff all your ads at the top of the page, that would make for a poor user experience and no one will want to use your site....

Finding the right balance of ad placements is something that you will have to test within the design of your site.