Digital Ad Ratings (DAR) – the campaign post-mortem tool offered by Médiamétrie – measures the daily coverage, repetition and on-target impressions of online campaigns, across all screens (computer, smartphone, and tablet). The advantage of DAR is having a common indicator: the on-target impression rate. It can rank a campaign relative to norms observed over all the campaigns evaluated. The targets measured in DAR are categorised by gender and age.