For a lot of advertising, the key business objective is impression, not click. Pretty much any advertiser who spends major money on TV is going for impression

For a lot of advertising, the key business objective is impression, not click. Pretty much any advertiser who spends major money on TV is going for impressions - clicks have no real meaning and are merely a bonus. For instance, think Coke ads - the objective is to create a certain brand association in your mind by showing you imagery in advertising. Your clicking and buying Coke the instant you see an ad is not an objective. They want to make sure you choose Coke when you buy cola, perhaps even think that you are a "Coke person" rather than Pepsi person. A lot of money out there in the advertising business is ther for this kind of business objective.