Google AdSense Will Count Impressions Only After Ads Fully Load, Starting February 2027

Google announced it will change how AdSense counts impressions for display ads beginning February 17, 2027. Instead of counting an impression when an ad starts to download, Google will only count it once the ad has successfully loaded and begun rendering on the user's device. This shift will likely reduce reported impressions for publishers, as ads that start downloading but never fully render—such as when a user leaves the page before the ad appears—will no longer be counted. Google noted that Ad Manager, native ads, app, and video inventory already use this Begin-to-Render methodology, so the change unifies impression counting across all ad formats.