Page views - or page impressions - measure the number of page views of online content, i.e. clicks. It is primarily a commercial key figure that is determined monthly by the 'Gesellschaft für die Verbreitung von Werbeträgern e.V.' (IVW). Those who take part in the process are also subject to the IVW's regulations. To date, this includes around 1,000 fixed websites, 300 mobile offerings and 300 apps. The IVW figures are of particular interest to media providers, media agencies and other advertisers who are looking to use their customers' budgets as effectively as possible and are looking for suitable online advertising platforms to do so. Not every action counts as a 'call'. Automatic reloads, multiple visits by web robots or clicks when closing a page, for example, are not included in the figures.