Definition of Target Impression Share (tIS)

Target Impression Share is a bidding strategy available across many platforms that allows you to shoot for a certain percentage of the available Impressions for your campaign. A common application of this bid strategy is to maintain a high degree of coverage for one’s own brand terms since there are few instances where you wouldn’t want your ads to show up. You often have the ability to limit your Max CPCs within the tIS bidding strategy, which provides an added layer of control.

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