Impression (online media)

An impression (in the context of online advertising) is when an ad is fetched from its source, and is countable. Whether the ad is clicked is not taken into account.^[1] Each time an ad is fetched, it is counted as one impression.^[2]

Because of the possibility of click fraud, robotic activity is usually filtered and excluded, and a more technical definition is given for accounting purposed by the IAB, a standards and watchdog industry group: "Impression" is a measurement of responses from a Web server to a page request from the user browser, which is filtered from robotic activity and error codes, and is recorded at a point as close as possible to opportunity to see the page by the user.^[3]^[4]

^ "Yahoo Search Marketing Glossary". Archived from the original on 2011-10-13. Retrieved 2011-07-18.
^ Google AdWords Help: Impression
^ IAB Glossary of Interactive Advertising Terms v. 2.0
^ Interactive Audience Measurement and Advertising Campaign Reporting and Audit Guidelines

[1] "Yahoo Search Marketing Glossary". Archived from the original on 2011-10-13. Retrieved 2011-07-18.

[2] Google AdWords Help: Impression

[3] IAB Glossary of Interactive Advertising Terms v. 2.0

[4] Interactive Audience Measurement and Advertising Campaign Reporting and Audit Guidelines

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