DV360 & Ad Ops

Understanding Impression Discrepancies Between DV360 and HockeyCurve

📄 Understanding Impression Discrepancies Between DV360 & HockeyCurve

When analyzing campaign performance, you may observe discrepancies in impression numbers between DV360 and HockeyCurve dashboards. Below are the key reasons for such differences:

🔄 1. Time Zone Differences

• DV360 reports impressions based on the advertiser's configured time zone.
• HockeyCurve uses a default standard time zone (typically IST unless otherwise specified).
• This can lead to temporary mismatches, especially during daily transitions.

⏳ 2. Reporting Latency

• DV360 updates its metrics every 3-4 hours.
• HockeyCurve offers near real-time reporting, usually with a 30-minute delay.
• Final numbers may align after both systems have fully updated, typically within a 24-hour window.

🚫 3. Invalid Impression Filtering

• DV360 uses Google’s advanced filtering techniques:
• GIVT (General Invalid Traffic)
• SIVT (Sophisticated Invalid Traffic)
• HockeyCurve applies its own filtering logic based on delivery and behavior analysis.
• This leads to variance in impression counts, especially when bot or non-human traffic is involved.

👁️ 4. Viewability & Fraud Detection

• DV360 only counts viewable impressions as per Active View standards.
• HockeyCurve may log all served impressions, regardless of viewability.
• This contributes to differences in total impression counts.

📊 5. Methodological Differences

• DV360 reports impressions based on media purchased via its platform.
• HockeyCurve tracks impressions based on actual ad delivery on publisher pages.
• Disparities may occur if some impressions are served outside of DV360 tracking or not attributed correctly.

Back to all guides