What is Impression Modelling

Impression modelling is how we measure the impact of impressions (Display, Video On Demand, Social Impressions) in terms of traffic and conversions. This type of modelling is more difficult than usual because we do not know exactly which visitors saw a specific impression. Hence, predictions are built upon us modelling a 'baseline' of traffic, based on modelling the relationship between the volume of impressions and on-site traffic. We can then use this baseline to measure the incremental difference in actual traffic compared to our baseline.