Media Impressions Are a Sham—and 3 Steps to Better Metrics

Impressions are definitely not what they seem. At first, they were used as a foundational unit of measure for publishers and advertisers, who built an entire economy negotiating to buy impressions by the thousands. They evolved into a lingua franca of marketing measurement, providing a comparable way to evaluate reach (impressions) and efficiency (CPM) across marketing vehicles and media outlets. They were then adapted to digital and social channels, as…