How we count our advertising numbers
This page explains how Ramgavar Mamoul measures ad impressions, clicks and reach — the honest substitute for third-party accreditation, and a genuine point of difference at renewal time.
Impressions
Impressions are counted client-side, in the reader’s browser, on begin-to-render. This undercounts readers running an ad blocker — but that is the conservative direction: we never bill on a number a human did not actually render.
Viewability
We use the MRC (Media Rating Council) definition: 50% of an ad’s pixels visible for at least 1 continuous second (30% for the largest unit, our billboard size). This is publisher-measured — it is not independently accredited, and we never claim that it is.
Clicks
Clicks are counted server-side, not in the browser, so they survive ad blockers and JavaScript failures. We filter out general invalid traffic (known bots, crawlers, prefetch requests). We make no sophisticated invalid traffic (SIVT) claim — that requires a bot-list licence we do not hold.
Daily reach
A reader’s IP address is truncated and hashed with a secret that is destroyed every day. This makes weekly or monthly unique-visitor counts structurally impossible to produce — that is the privacy property working as designed, not a limitation.
We serve our own advertising. It sets no cookies and tracks no one.
See also our advertising page.