So, your digital campaign is running and you are happy with the dubious CTR. What really gets you going is the numbers of impressions you are getting. They are so much cheaper than print and broadcast on a CPM basis right? They are also accountable, I mean unlike TV you know every person saw each impression... or do you?

A digital impression is another term that is worth of inclusion in political rhetoric as its meaning can be modified as its suits the user. Currently an "impression" is counted anytime an ad is delivered. Delivery is merely the site uploading the ad. Thus, your ad can show up on the bottom of the page while the user never scrolls down; 1 impression down. Maybe they have an ad blocker, another one bites the dust. The page refreshes several times and a few more down. Now you can always pay less for those under the fold, however the impressions still show up on the report, you just pay less for not being seen. Below is an example of an unloaded item.

RealVu has received IAB approval to redefine the impression. Their service reports only "viewed" impressions, which decreases the normal count by 30-40%! More than 1/3 of you digital buy is never seen! Don’t cancel your digital ad buy, just bring a few extra questions with you and remember to read past the numbers.

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