Impression Share refers to the percentage of ad impressions that a campaign or advertiser receives out of the total eligible impressions in a specific market or target audience. It provides insights into the visibility and reach of an advertising campaign compared to the total available ad inventory.

Significance and Usage of Impression Share

Impression Share is a key metric in online advertising that helps advertisers assess the effectiveness and market penetration of their campaigns. It indicates the proportion of potential ad views that a campaign is capturing, which can be used to gauge brand exposure, competitive positioning, and advertising performance. By monitoring impression share, advertisers can identify opportunities to increase their ad visibility, refine targeting strategies, and optimize campaigns for better reach and engagement.

Example of Impression Share

An example of impression share is when an online retailer’s display advertising campaign receives 50,000 impressions out of a total of 100,000 eligible impressions within a specific market. In this case, the impression share for the campaign is 50%, indicating that the ads were shown to half of the available audience. Advertisers can analyze the impression share to understand the campaign’s reach and identify areas for improvement.