What does impression share measure in advertising?

Impression share is a key metric in advertising that reflects the percentage of impressions your ads received compared to the total number of impressions for which your ads were eligible. This measurement is critical for understanding the visibility of your advertising campaigns. High impression share indicates that your ads are meeting a significant portion of the available opportunities, while low impression share may suggest missed opportunities due to factors like budget constraints or targeting limitations.

This metric allows advertisers to assess both campaign performance and competitive positioning in their advertising efforts. It provides insights into how well the ads are being served relative to their potential exposure, enabling better strategic decisions regarding budget allocation, ad placement, and targeting strategies.