In the Google AdSense program, an Ad Impression is is reported whenever an individual ad is being displayed on your web site. Different ad formats will display a different amount of ads. For instance, each time a vertical banner is displayed on your site, you will see two ad impressions noted in your AdSense reports. In addition, do keep in mind that the number of ads in any ad unit may vary depending on whether the ad unit is displaying standard text ads, displaying expanded text ads, or displaying image based ads.
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