An Ad Impression is a metric that represents the number of times an advertisement is displayed on a user’s screen. It does not necessarily indicate engagement or interaction, but rather, it shows the potential reach of an ad. Impressions are a fundamental metric in digital advertising, serving as a primary indicator of an ad’s visibility and the extent to which it is exposed to a target audience.
While an ad impression does not guarantee that a user has absorbed the message, a high volume of impressions can contribute to brand awareness and recognition over time. Marketers analyse impression data to gauge the effectiveness of their ad placements and to optimize bidding strategies. This metric is crucial for understanding the scale of a campaign and ensuring that the advertising content is seen by as many potential customers as possible.