You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract The Lowly Ad 'Impression' Has Become Meaningless, So Lets Kill It Time to Stop Deceiving Ourselves and Others By Forcing Impression Metrics on Everything That Moves in Media By Dave Morgan, Published on February 09, 2011 14 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.