Which statement regarding the value of impressions in advertising is correct?

The correct statement regarding the value of impressions in advertising is that they vary based on advertiser bidding strategies. In programmatic advertising, impressions are the ad placements that can be purchased by advertisers, and their value is influenced by several factors, primarily driven by competitive bidding. Different advertisers may prioritize their bidding according to their budget, campaign objectives, audience targeting, and the perceived value of each impression, leading to varying costs.

For instance, if an advertiser believes that a specific audience segment is highly valuable, they may be willing to bid more for impressions that reach this group. Similarly, during peak demand periods or for popular inventory, the bids can rise significantly, reflecting a competitive environment where the highest bidder wins the opportunity to display their ad.

The other statements do not accurately reflect how impressions operate in the advertising landscape. Impressions are not priced uniformly; they are not solely based on clicks, as they encompass visibility as well; and they do not have a fixed cost in programmatic advertising because their price fluctuates based on market dynamics and bidding activity.