What’s an impression and how is it calculated? Keep seeing these case studies with billions of impressions listed

likefunny
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They are calculated by taking the approximate number of mirrors multiplied by the estimated volume of smoke.

likefunny

PR agencies have a crazy earned media formula. Counts all followers and usually assumes a different pass along/gen 2+ audience. Result is usually at least extra 0s

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Technically, every time one person sees one ad, that’s one impression. If one person sees one ad ten times, that’s ten impressions. If ten million people see one ad ten times each, that’s 100 million impressions. Did I do the math correctly?

likehelpful

False

However many people theoretically see the work.

Let's say it's in a Twitter feed. Did you see it? Likely not, but it was theoretically fed to you.

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Impressions are intended to be a way to embrace the explosion of media forms, formats, and platforms. But, what constitutes an « impression » entirely relates to how you count it—therein lies a sad tale of shame. To wit: while they’ve changed it up, the IAB (digital media umbrella org) used to count an impression as « an ad served to a computer. ». Nowhere did the metric say where said AD would be delivered on the user’s current page—the ducking thing could be down at the end of a very long news page scroll, hence functionally invisible, and still these fraudsters were saying, « it counts and therefore you, clients, to pay for it.». The industry has gotten butter about viewability, but the fact they got away with it for so many years goes a long way to explain why brands have lost a lot of faith in agencies and media providers over the years.

Footnote: there’s an even bigger, but more ethically honest issue in play here—uncertainty that said impression will actually be noticed. I recall seeing an an ad in an ancient awards annual showing a pair making out on a couch in front of a TV. The headline: « Nielsen says this couple is watching your ad. »

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Put in an ad on a site with a readership of 5 million, you got 5 million impressions no matter how many people actually looked at it

funny

No. Unless you’re a PR agency

You know the saying: “six trillion people have seen my ad, I’ve just never met one of them.”
Jk it’s not a saying. Yet.

funny

Short version - Impressions are ads being served, a way to track how many people are seeing it/ how much we have to pay. Shorter version - Impressions are fake news.

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It's just the online version of tv viewership or press circulation but like mentioned above, it's amplified to the hilt by the way social and online media work. It used to be more organic and a real measure of impact but with the proliferation of bots and paid digital media, it's just trumped up numbers. Just as you can put a shit ad on tv and get millions of views, so too can you do online.

S/he is channeling her/his inner Dwight Schrute

An impression is simply an ad being served.

You’re in analytics?

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