Determined to cultivate the same deep, abiding passion for web traffic analysis that led him to his position as advertising manager at FirstStar Media Group, local father Brian Emmerich told reporters this week that he strives every day to teach the value of an ad impression to his 3-year-old son, Wyatt. Appreciating the true meaning of an online impressionthat special moment when an ad is seen by a web userthats something you learn at a very young age and keep for your entire life. Its an essential part of who you are, said Emmerich, adding that such core principles would allow his child later in life to monitor click-through rates, analyze heat maps, and generate cost-effective advertising. Sure, as he grows older, web trends may change. But for my son to know in his heart that impressions form the very foundation of brand awarenessnothing can ever take that away from him. Emmerich added that seeing his son fully grasp the worth of an impression would make him just as proud, if not prouder than when he heard his boy say his first search-engine-optimized keyword. 