A misleading title. Peter-Paul himself says that AdMob is being very clear about what it measures. The real issue is misinterpretation of the data by analysts

A misleading title. Peter-Paul himself says that AdMob is being very clear about what it measures. The real issue is misinterpretation of the data by analysts. In response to Peter-Paul's question, yes, AdMob could separate out impressions to applications and impressions to web browsers. The user agents are different. However, I believe some (not all) application usage should be legitimately considered the equivalent of browser usage when determining browsing share by platform - separating out in-application and in-browser impressions would be equally misleading. Use of the New York Times' application or Instapaper's application, for instance, is a direct substitute for web browsing, and should be taken into account.