viewable impression

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A measurement of an online advertisement's performance or efficiency when it is visually displayed on a website. Viewable impressions were developed by the online advertising industry to improve measurements of the success of ads by Internet servers in the mid-1990s. This type of metric was incapable of providing information on events or to determine whether or not the content shown on the online ads was actually visible to the viewer during the period of time they were browsing. Viewable impressions are registered by RealVu once the ad content is loaded and rendered and most of the content appears in the window for a minimum of one second.
The observer's ability to click through to a target website is then enabled once the viewable impression occurs.

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