Impression Trackers allow platforms like Impact, with its powerful tracking capabilities, to track when the user receives an impression — usually of a display or video ad.
Impression trackers are often trafficked in the advertiser’s ad management system as a 3rd party impression callout. In a web environment, the impression tracker is often an executable Javascript tag, with an pixel trackers as backup for environments that do not allow Javascript to be executed.. In-app requires a dedicated API for Impression tracking since Javascript tags cannot be used within an In-app environment. All necessary contextual information about the publisher is passed along with the image tracker
