Impression

What is an Impression?

An impression in Connected TV (CTV) advertising refers to a single instance of an advertisement being served and displayed on a viewer’s screen. Each time an ad appears during or around video content—regardless of whether the viewer watches it to completion or interacts with it—one impression is counted.

In contrast to other advertising environments like web or mobile, where impressions can be triggered by page loads or scrolling behaviors, CTV impressions are tied directly to the actual rendering of an ad on a television screen. This makes them more reliable and less prone to measurement noise such as accidental loads or bot traffic.

CTV impressions are tracked through ad servers and verified via industry standards (such as those set by the Interactive Advertising Bureau, or IAB), ensuring consistency in how impressions are counted across platforms and devices.

How are impressions measured on CTV?

CTV impressions are typically logged when a video ad begins to play on a streaming device such as a smart TV, gaming console, or connected streaming box (e.g. Roku, Amazon Fire TV, Apple TV). Most CTV platforms follow the IAB Video Ad Serving Template (VAST) and Video Player Ad-Serving Interface Definition (VPAID) standards for measuring when an ad is rendered and viewable.

A valid impression occurs when:

• The ad is served to a CTV device
• The video ad loads and begins playback
• The ad appears within a designated, viewable area of the screen (which is almost always the case with fullscreen TV ads)

Because CTV environments are inherently non-skippable and viewed on larger screens, impressions tend to carry more value than those on desktop or mobile. Advertisers view them as more impactful due to higher viewer attention and engagement rates.

Why are impressions important in CTV advertising?

Impressions are one of the most fundamental and widely-used metrics in advertising. In CTV, they serve as the foundation for evaluating campaign reach, efficiency, and return on ad spend (ROAS). While performance campaigns may focus on actions like app installs or purchases, every measurable outcome begins with an impression.

For advertisers, impressions are important because they:

• Measure reach: Impressions indicate how many times an ad has been displayed, offering insight into overall audience exposure.
• Track frequency: By comparing total impressions to unique reach, advertisers can determine how often viewers are seeing the same ad.
• Enable pricing models: Most CTV ads are bought on a CPM (cost per thousand impressions) basis, so accurate impression tracking directly impacts campaign cost and budgeting.
• Inform optimization: Impression-level data allows marketers to analyze delivery patterns—by time of day, content type, device, or audience segment—and optimize for performance.

For publishers and platforms, impression tracking is equally vital. It allows content owners to:

• Monetize inventory: Ad impressions drive revenue; the more impressions a publisher can deliver and monetize, the more profitable their channel or app becomes.
• Improve fill rates: Tracking impressions helps identify underperforming ad slots or missed monetization opportunities.
• Validate demand: Impression data reveals how much of their inventory is actually being sold and consumed by advertisers.

What’s the difference between an impression and a view?

In CTV, impressions and views are often used interchangeably—but they are not the same. An impression is counted the moment an ad begins playing. A view, on the other hand, may refer to an ad being watched to completion or past a certain threshold (e.g. 50%, 75%, or 100%).

Many performance marketers also rely on video completion rates (VCRs) to measure how effective an impression is at holding viewer attention. High VCRs often signal good content alignment and help boost advertiser satisfaction and repeat spending.

How do CTV impressions compare to impressions on other channels?

CTV impressions are generally considered higher quality than impressions on web or mobile due to:

• Full-screen, non-skippable format: Ads are more likely to be seen and remembered.
• Premium content environments: CTV ads typically run alongside long-form, professionally produced video.
• Reduced fraud risk: With server-side ad insertion (SSAI) and stronger device authentication, CTV impressions are less susceptible to bots or accidental views.
• Audience targeting: Data-enriched impressions allow for precise targeting, making each impression more valuable.

Are all impressions created equal?

Not all impressions deliver the same value. The context, targeting, and viewer behavior associated with an impression determine its impact.

High-value CTV impressions often share the following characteristics:

• Served in prime time or during long viewing sessions
• Targeted to high-intent audiences using enriched metadata or behavioral signals
• Shown on top-tier platforms or premium content
• Verified by trusted third-party measurement providers

Advertisers increasingly seek viewable, fraud-free, and contextually relevant impressions—and are willing to pay more for them.

Final thoughts

Impressions are the building blocks of advertising in the CTV ecosystem. Whether you’re measuring awareness, engagement, or conversions, impressions are the starting point. In a fragmented, fast-growing streaming environment, clear and standardized impression tracking helps both buyers and sellers maximize value, optimize campaigns, and make informed business decisions.