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If a website is redesigned and the zones change, right now, all ads that were in the zone will be deleted - and by association, all ad impressions from ads in that zone will be deleted. Which would make ad impression data irrecoverably deleted.
I think there are a couple of potential solutions here.
Set ad category/zone foreign keys to NULL on delete instead of cascading.
Record advertisers on AdImpressions instead of/in addition to ads. Slash set the AdImpression -> Ad foreign key to NULL on delete instead of cascading.