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How many Ad impressions should an advertiser purchase to achieve a specified reach on a website? We have investigated the problem and found a simple mathematical solution:
Online Advertising Mathematical Formula
where
The number of unique users who see the Ad n times is given by the formula
To make the computations, you first need to run a database query to find out the expected numbers of unique users visiting exactly k pages, for all values of k. for the campaign duration. The formula relies on the distribution of pages per unique user during the targeted period of time. It helps determine the optimum number of ad impressions to purchase.
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