Secure your place at the Digiday Media Buying Summit in Nashville, March 2-4
This article is a WTF explainer, in which we break down media and marketing’s most confusing terms. More from the series →
“Cheap” and “reach” are typically favored terms among advertisers. But taken together, they spell the next potential target for the digital ad industry to weed out.
“Cheap reach” refers to a subset of digital ad inventory that may be often overlooked — literally — and may be a necessary new taxonomy to prevent legitimate publishers from getting caught up in the crackdown on made-for-advertising sites. In the video below, Digiday media editor Kayleigh Barber helps to break down what cheap reach is, why this inventory category was created and why advertisers are not yet scrambling to excise it from their ad buys.
More in Media Buying
How the MLS plans to convert World Cup interest into lasting soccer fandom
Alongside advertisers and publishers, the league hopes to use a rare opportunity to promote soccer in the U.S.
AdCP vs. IAB Tech Lab: Inside programmatic advertising’s agentic AI standards showdown
Ad Context Protocol and IAB Tech Lab’s Agentic Roadmap offer two competing approaches for updating ad tech for AI agents. Can they coexist?
Why brands are shifting toward ‘less precise, more accurate’ gauges for paid social
AI modeling and an understanding that there’s more to life than the last click are changing the way clients evaluate paid social investments.