Impression Cap Definition - What is an Impression Cap?
In terms of online advertising an impression is where an ad is fetched or pulled up by a user but it does not matter if there is a click or direct and immediate action from the ad. Impressions can be measured and data can be tracked on the number of impressions on a given time period. An impression cap is a program that eliminates and sets the amount of impressions a daily ad can get. This can make a large difference if the person or orangization that is paying for the advertisement provided a per impression payment amount. A cap will allow the payer to control and budget how many maximum impressions they want to pay for in a given time period.