Why Reporting Differences Can Happen
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Audio ads can be delivered in two main ways: client-side and server-side. The delivery method affects how tracking data is collected.
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Client-side delivery means the ad plays directly through the listener’s app or device. This allows tracking tools (like third-party pixels) to capture details about who heard or interacted with the ad more easily and accurately.
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Server-side delivery, on the other hand, means the ad is stitched into the audio stream before it reaches the listener. This is common for podcast ads because it ensures a smooth listening experience without buffering or loading delays. However, since the ad is added before reaching the device some tracking tools can’t see the listener’s individual data (like location or device type) as clearly.
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This can cause small differences in reporting, since certain third-party trackers rely on device-level data that isn’t available when everything is handled on the server. Essentially, all impressions may look like they came from one “source” (the ad server), even though they were actually delivered to many listeners.
In short:
Client-side = better for detailed tracking
Server-side (usually used in podcasts) = smoother delivery, but sometimes less detailed reporting
