When a consumer sees an online banner ad, but only visits the advertised website at a later instance without clicking directly on the banner. Also referred to as a “view through rate” (VTR)

See also:
Click tracking
Ad impression
Cost per acquisition (CPA)
Cost per click (CPC)
Reciprocal links
Ad rotation
Ad impression
Behavioural Targeting
Contextual Marketing
RSS
E-Marketing
User Session
Deep Linking