What does the term "impressions" refer to in digital advertising?

In digital advertising, the term "impressions" specifically refers to the total number of times an ad is displayed to users, regardless of whether they interact with it. This metric is crucial because it helps advertisers understand the reach of their campaigns and the visibility of their ads. Each time an ad appears on a screen, it counts as one impression. This measurement does not require any action from the viewer, meaning that even if an ad is simply shown without being clicked, it has generated an impression.

The significance of this concept lies in its usage for evaluating the effectiveness of ad placements and determining the potential audience exposure. Agencies and marketers often analyze impressions in conjunction with other metrics, such as clicks and engagement rates, to assess the performance of their advertising strategies effectively.