Conor Brophy: The practice of measuring performance based on attention minutes is gaining traction

Is the “impression” now a dying digital currency

28th August, 2016
Have marketers had been paying too much attention to the cost per thousand impressions or CPM in digital advertising parlance Pic: Pixabay

You never get a second chance to make a first impression. Except in the world of digital advertising.

Historically, a page “impression” was recorded each time an individual internet user made a request (by clicking a link) to load a web page.

For advertising purposes, that definition has been refined by the Interactive Advertising Bureau to mean that a page impression at a minimum requires at least half the pixels in a traditional...

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