Views are indicators that represent the number of times an advertising item is completely downloaded in a space. In marketing, it can be upon opening, in the case of a mail campaign or banners being loaded in the case of a display or affiliate campaign. The “views” variable goes up each time an impression tag is triggered. According to the IAB, a view can be considered “real” when more than 50% of its surface area (i.e. 50% of its pixels) are present for at least 1 second on the user’s screen.