Glossary A–ZLetter I
Impression multiplier
The impression multiplier is a factor that states how many impressions a single ad play on a screen counts for.
Ad plays multiplied by the factor give the impressions. In German it is also called the “Kontakt-Multiplikator”.
Online, one request counts as one user. A screen, by contrast, shows a spot to everyone who happens to be nearby. In programmatic trading, this audience is therefore passed on as a factor per ad play; the OpenRTB standard has a dedicated field for it. An example: a screen in a station concourse has a factor of 14 at rush hour and 0.5 at night. Values below one are possible because the figures come from statistical models.
The factor is an estimate, not a count. It depends on the data source, the time of day, the viewing area and the impression level chosen. Because the price of programmatic purchases is usually calculated per thousand impressions, the factor directly determines revenue. Operators should disclose who determined the factor and by what method, and review it regularly. Buyers do not accept every source.