The Motive Internet Glossary
impression
An impression is the display of a banner ad in a page viewed. An impression means the banner ad has been included in a page downloaded. It does not mean the user has looked at it or clicked through to take advantage of the "limited offer" it promotes.
banner ad, click through rate, cpc, cpm
Reference links
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Observations on Advertising (Eyetrack III)
Using eyetracking software, where a users looks on a webpage can be represented as a 'heatmap'.
Glossary A-Z