Fuente: Wipo "digitalization" Systems and methods for utilizing normalized impressions to optimize digital ads are disclosed. In one implementation, a forecast for a performance of a digital ad is generated. An optimal placement associated with a webpage is identified with respect to at least a first factor. A discount factor for a first placement associated with the webpage is computed with respect to the optimal placement and a forecasted number of impressions associated with the digital ad is normalized based at least in part on the discount factor associated with the first placement. A media plan for the digital ad is generated based at least in part on the normalized impressions associated with the digital ad and the digital ad is served based on the generated media plan.