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

The term "impressions" in digital buying specifically refers to the number of times an advertisement is displayed to users, regardless of whether the user interacts with it. This metric is crucial for assessing the visibility and reach of an ad campaign, as it measures how often the advertisement appears, enabling advertisers to understand the extent of their audience engagement.

Impressions help in analyzing how effectively an ad is being served and can inform decisions about budget allocation and targeting strategies moving forward. Monitoring impressions allows marketing teams to gauge the potential exposure of their brand and ensure adequate visibility in a competitive digital landscape.

The other concepts mentioned, such as clicks or budget spent, focus on different aspects of ad performance and effectiveness but do not encapsulate the definition of impressions. For instance, clicks provide insights into user engagement rather than visibility alone, while the total cost associated with advertisements reflects budget management rather than the reach of the ads themselves.