What is an ad "impression?"
An impression is the number of times an ad is seen by a reader. Each time an ad is displayed along with one of our editorial pages, one impression is counted.
• Ads with moving images (animated gifs) only register one impression each time they are viewed, even if multiple frames are displayed.
• Web site banner campaigns are charged based on "CPM", which is the cost per thousand impressions served.
• E-mail newsletter ads are also charged according to CPM, however CPM in this case refers to cost per thousand e-mail subscribers/recipients.
What is a "page view?"
Each time an editorial page of philanthropy.com is viewed by a reader, one "page view" is recorded. Because there are several ads on each page, the number of ad impressions and page views will always differ.
What is a "click-through rate?"
A click through rate (CTR) is equal to the number of clicks an ad receives divided by the number of ad impressions served. CTR's are how we measure the success of a banner or e-mail campaign.
Why don't I always see my ad when I visit philanthropy.com?
The impressions you purchase will be distributed evenly throughout the length of your campaign, and will rotate throughout the site along with all of the other paid advertisements. The frequency with which your ad is seen is determined by the number of impressions you purchase and the length of your campaign. The larger the share of inventory you purchase, the more likely you are to see your ad upon visiting the site. Try refreshing the screen in various sections of the site, and feel free to contact your sales representative with any questions.
Will I be able to monitor my campaign on my own?
Absolutely! Our ad serving system (DoubleClick DART) tracks the number of impressions generated for each ad, as well as the number of times people click on the ad. At the beginning of your campaign you will be sent a user name and password via e-mail for access to the DoubleClick system. Campaign-performance statistics can be viewed by day, by banner, and by all targeting criteria. The reports can be downloaded from DoubleClick and used in most spreadsheet programs.