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# MRC-accredited metrics

> Pixalate's MRC-accredited Analytics metrics for desktop, mobile web, mobile app and CTV, how Pixalate's Gross, baseline and Net labels map to the MRC's tiers, and definitions of the SSAI metrics.

These tables list the metrics in Pixalate Analytics that are accredited by the Media Rating Council (MRC), for each environment. For what accreditation means, see [MRC accreditation](/trust/mrc-accreditation). For the measurement areas, see [MRC-accredited measurement areas](/trust/mrc-measurement-areas).

## How Pixalate labels map to MRC tiers

Pixalate aligns its reported metrics with the MRC's [Invalid Traffic Guidelines](https://mediaratingcouncil.org/sites/default/files/Standards/IVT%20Addendum%20Update%20062520.pdf), which define three reporting tiers:

| MRC tier  | Meaning                                                                                 | Label in Pixalate metrics        | Example         |
| --------- | --------------------------------------------------------------------------------------- | -------------------------------- | --------------- |
| Gross     | Reported before any invalid traffic (IVT) filtration                                    | "Gross" prefix                   | Gross Ad Counts |
| Net       | Reported after filtering general invalid traffic (GIVT)                                 | No prefix (baseline metric name) | Ad Counts       |
| Total Net | Reported after filtering both general and sophisticated invalid traffic (GIVT and SIVT) | "Net" prefix                     | Net Ad Counts   |

> **Warning**
>
> A Pixalate metric labeled "Net" is the MRC's **Total Net** tier (GIVT and SIVT removed). A metric with no prefix is the MRC's **Net** tier (GIVT removed).

## Gross metrics

Prior to filtration of invalid traffic (IVT).

| Metric                             | Desktop | Mobile web | Mobile app | CTV |
| ---------------------------------- | :-----: | :--------: | :--------: | :-: |
| Gross Ad Counts                    |    ✓    |      ✓     |      ✓     |  ✓  |
| Gross Rendered Impressions         |    ✓    |      ✓     |      ✓     |  ✓  |
| Gross Rendered Display Impressions |    ✓    |      ✓     |      ✓     |  ✓  |
| Gross Rendered Video Impressions   |    ✓    |      ✓     |      ✓     |  ✓  |
| Gross SSAI Ad Counts               |    ✓    |      ✓     |      ✓     |  ✓  |
| Gross SSAI Transparent Ad Counts   |    ✓    |      ✓     |      ✓     |  ✓  |
| Gross SSAI Ad Counts %             |    ✓    |      ✓     |      ✓     |  ✓  |
| Gross SSAI Transparent Ad Counts % |    ✓    |      ✓     |      ✓     |  ✓  |

## Net metrics (no prefix)

After filtration of general invalid traffic (GIVT).

| Metric                       | Desktop | Mobile web | Mobile app | CTV |
| ---------------------------- | :-----: | :--------: | :--------: | :-: |
| Ad Counts                    |    ✓    |      ✓     |      ✓     |  ✓  |
| Rendered Impressions         |    ✓    |      ✓     |      ✓     |  ✓  |
| Rendered Display Impressions |    ✓    |      ✓     |      ✓     |  ✓  |
| Measured Impressions         |    ✓    |      ✓     |      ✓     |  –  |
| Measured Rate %              |    ✓    |      ✓     |      ✓     |  –  |
| Views                        |    ✓    |      ✓     |      ✓     |  –  |
| Viewability %                |    ✓    |      ✓     |      ✓     |  –  |
| Non Views                    |    ✓    |      ✓     |      ✓     |  –  |
| Undetermined Imps            |    ✓    |      ✓     |      ✓     |  –  |
| Views %                      |    ✓    |      ✓     |      ✓     |  –  |
| Non Views %                  |    ✓    |      ✓     |      ✓     |  –  |
| Undetermined Imps %          |    ✓    |      ✓     |      ✓     |  –  |
| SSAI Ad Counts               |    ✓    |      ✓     |      ✓     |  ✓  |
| SSAI Transparent Ad Counts   |    ✓    |      ✓     |      ✓     |  ✓  |
| SSAI Ad Counts %             |    ✓    |      ✓     |      ✓     |  ✓  |
| SSAI Transparent Ad Counts % |    ✓    |      ✓     |      ✓     |  ✓  |

Pixalate does not currently report viewability metrics in CTV environments.

## Total Net metrics ("Net" prefix)

After filtration of general and sophisticated invalid traffic (GIVT and SIVT).

| Metric                           | Desktop | Mobile web | Mobile app | CTV |
| -------------------------------- | :-----: | :--------: | :--------: | :-: |
| Net Ad Counts                    |    ✓    |      ✓     |      ✓     |  ✓  |
| Net Rendered Impressions         |    ✓    |      ✓     |      ✓     |  ✓  |
| Net Rendered Video Impressions   |    ✓    |      ✓     |      ✓     |  ✓  |
| Net Rendered Display Impressions |    ✓    |      ✓     |      ✓     |  ✓  |
| Net Measured Impressions         |    ✓    |      ✓     |      ✓     |  –  |
| Net Measured Rate %              |    ✓    |      ✓     |      ✓     |  –  |
| Net Views                        |    ✓    |      ✓     |      ✓     |  –  |
| Net Viewability %                |    ✓    |      ✓     |      ✓     |  –  |
| Net Non Views %                  |    ✓    |      ✓     |      ✓     |  –  |
| Net Non Views                    |    ✓    |      ✓     |      ✓     |  –  |
| Net Undetermined Imps            |    ✓    |      ✓     |      ✓     |  –  |
| Net Views %                      |    ✓    |      ✓     |      ✓     |  –  |
| Net Undetermined Imps %          |    ✓    |      ✓     |      ✓     |  –  |
| Net SSAI Ad Counts               |    ✓    |      ✓     |      ✓     |  ✓  |
| Net SSAI Transparent Ad Counts   |    ✓    |      ✓     |      ✓     |  ✓  |
| Net SSAI Ad Counts %             |    ✓    |      ✓     |      ✓     |  ✓  |
| Net SSAI Transparent Ad Counts % |    ✓    |      ✓     |      ✓     |  ✓  |
| GIVT Ad Counts                   |    ✓    |      ✓     |      ✓     |  ✓  |
| GIVT Ad Counts %                 |    ✓    |      ✓     |      ✓     |  ✓  |
| SIVT Ad Counts                   |    ✓    |      ✓     |      ✓     |  ✓  |
| SIVT Ad Counts %                 |    ✓    |      ✓     |      ✓     |  ✓  |

Pixalate does not currently report viewability metrics in CTV environments.

## Server-side ad insertion (SSAI) metrics

Pixalate has 12 MRC-accredited server-side ad insertion (SSAI) measurement metrics: four metrics, each at the Gross, Net and Total Net tiers. They are accredited in desktop, mobile web, mobile app and CTV. The MRC's accreditation of SSAI metrics covers video ads.

| Metric                       | Gross (before IVT removal)         | Net (excluding GIVT)         | Total Net (excluding IVT)        |
| ---------------------------- | ---------------------------------- | ---------------------------- | -------------------------------- |
| SSAI Ad Counts               | Gross SSAI Ad Counts               | SSAI Ad Counts               | Net SSAI Ad Counts               |
| SSAI Transparent Ad Counts   | Gross SSAI Transparent Ad Counts   | SSAI Transparent Ad Counts   | Net SSAI Transparent Ad Counts   |
| SSAI Ad Counts %             | Gross SSAI Ad Counts %             | SSAI Ad Counts %             | Net SSAI Ad Counts %             |
| SSAI Transparent Ad Counts % | Gross SSAI Transparent Ad Counts % | SSAI Transparent Ad Counts % | Net SSAI Transparent Ad Counts % |

### SSAI metric definitions

| Metric                       | Definition                                                                                                                                   |
| ---------------------------- | -------------------------------------------------------------------------------------------------------------------------------------------- |
| SSAI Ad Counts               | Estimated total SSAI ad counts.                                                                                                              |
| SSAI Transparent Ad Counts   | Estimated total SSAI ad counts that come from proxies passing `X-Device-User-Agent` headers for more transparency.                           |
| SSAI Ad Counts %             | Estimated percentage of ad counts that correspond to SSAI proxies.                                                                           |
| SSAI Transparent Ad Counts % | Estimated percentage of ad counts that correspond to SSAI and come from proxies passing `X-Device-User-Agent` headers for more transparency. |

Each definition applies at every tier: the Gross metric is measured before removal of IVT, the metric with no prefix excludes GIVT, and the Net metric excludes IVT.

If you operate SSAI servers, see the [allowlisting policy](/trust/allowlisting#ssai-server-ips) for how to have their IP addresses reviewed as known SSAI servers.

## Metrics not listed here

Pixalate reports several metrics beyond those listed above that are either derived from MRC-accredited metrics or include MRC-accredited data sources. They are not cited as MRC-accredited because they may include non-accredited data sources (for example, clicks and conversions) or because of the discrete nature of the metric itself.

The MRC does not explicitly accredit discrete fraud types, although Pixalate's distinct IVT types (see [IVT Taxonomy 2.0](/trust/ivt-taxonomy)) derive the MRC-accredited Net and Total Net metrics listed above.

For definitions of every metric in Pixalate Analytics, see [Metrics](/analytics/metrics).

> **Note**
>
> Invalid traffic, viewability and other designations in Pixalate products reflect Pixalate's opinions, not facts or guarantees. See the [Pixalate disclaimer](/trust/disclaimer).