What does Impression Share (IS) indicate in online advertising?

Impression Share (IS) in online advertising is a metric that indicates the percentage of times your ad is shown compared to the total number of times it could have been shown. This metric is crucial for understanding how effectively an ad campaign is performing in terms of visibility. A higher impression share suggests that the ad is being displayed frequently within its targeted audience, indicating good reach.

This measure helps advertisers assess whether they are maximizing their potential presence in the market. It reflects the effectiveness of bidding strategies and budget allocation, as lower impression share can be due to insufficient budget or lower ad rank. Therefore, option A accurately captures the essence of what Impression Share represents, allowing advertisers to evaluate and refine their advertising strategies for better visibility and engagement.

The other options relate to different metrics that do not pertain to impression visibility: revenue generated from clicks measures financial outcomes; new visitors tracked measures traffic growth, and the duration of ad campaigns provides insights into duration and timing but not directly to ad visibility.