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The number of people who have seen a specific banner ad. There has been much debate over how to value and therefore charge for advertising space on a Website. Impressions is a more relevant business measurement than hits because it aggregates all the hits per page to measure the number of people who have seen a specific Web page. Online ad rates are often determined by the number of impressions. Impressions are also referred to as page views. Impressions refer to the downloading of the image from the server, not the actual clicking on the ad, so even though a page loads with an ad on it and no one sees or clicks on it, it counts as an impression.

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