United Internet Media AG, the marketer of the offers by WEB.DE, GMX, 1&1 and Smartshopping.de, uses the DoubleClick AdServer Dart Enterprise (Version 6.0) to deliver the advertising campaigns.

United Internet Media adheres to the global IAB guidelines (Global Measurement Guidelines) to assure reliable data when counting ad impressions and to prevent counting deviations as much as possible. United Internet Media relies on the following measures for this purpose:

1. Client-Side Counting (CSC) is the most popular type of measurement when using ad-server technologies. When using this counting method, a counting impulse is only triggered when the browser of the user requests advertising media via an ad-server tag from the corresponding ad server. By using this approach, United Internet Media AG assures that the two counting impulses from the marketer ad server and the agency ad server are processed as simultaneously as possible to minimise counting deviations.

2. Cache busting is a technique that prevents advertising media from being pulled from a cache and assists in the actual counting of each delivery. At United Internet Media, every ad request is assigned a random number that circumvents both the browser and the proxy caches.

3. Non-human activities are impressions that can be generated by crawlers, robots or search scripts. UIM filters through respective black lists that refer to the user agent in the header and systematically removes these non-human activities. Consequently, this ensures that search engines have no impact whatsoever on the delivery of advertising media as they scan page content.

4. Smart counting is a counting impulse that is only triggered when a complex html banner has loaded completely, for example. If necessary, this can be activated on demand. Smart counting can be compared to a visual contact measurement. The counting impulse is simply shifted back one step with this technology.