advertentievertoningen

Advertentievertoningen is a term used in Dutch advertising to describe the number of times an advertisement is delivered to potential viewers. In digital media it corresponds to the unit commonly known as an impression: each instance an ad is fetched and presented by a publisher’s page or app, regardless of whether it is noticed by the user. In broadcast or out-of-home contexts the term can also refer to the number of times an advertisement is aired or shown, though industry practice often differentiates between impressions, airings, and reach.

Measurement and interpretation

An impression is counted when an ad is served and displayed in a user’s environment. In digital advertising, impressions are a core metric for pricing and planning, typically linked to the cost-per-mille (CPM) model. Many systems distinguish between served impressions (ads sent to the user’s device) and viewable impressions (ads that meet defined visibility criteria, such as being in view for a minimum period). Standards for viewability are provided by industry groups and may vary by medium and region.

Relation to other metrics

Impressions are often used in conjunction with reach (the number of unique users exposed at least once) and frequency (average number of exposures per user). While impressions indicate volume, they do not by themselves measure engagement or effectiveness; metrics such as click-through rate, conversions, and brand lift are used to assess impact.

Limitations and considerations

Impression counts can be affected by invalid traffic, bot activity, ad blocking, or auto-refreshing, which can inflate numbers. Industry guidelines and verification services aim to improve accuracy by filtering invalid impressions and defining viewability criteria.