OPEN

We call this the fallacy of impressions. “Impressions,” if you don’t work in advertising, are the currency used to price advertising. When you’re spending ad dollars, you compare cable network A vs. magazine option B based on the cost to make impressions on the target audience. Impression estimates, like prices in a store, help marketers judge which media thing to buy. But just as the dollar bills in your wallet used to be tied to the gold standard but now represent fictional digits in a bank computer, “impressions” in advertising are often more currency used to price media … than any actual imprint on the retinas of a consumer.

As Ben Kunz goes on to say – this is not news. And yet, it is news that hasn’t sunk in. The fantasy of impressions is one many are happy to go a long with…