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
Taboola expands DeeperDive into an ad network for AI apps and agents
The company sees a larger opportunity in powering advertising across conversational experiences.
Ad Tech Briefing: The shifting tides behind Publicis and The Trade Desk’s détente
Plus, the five key questions marketers have to ask about AI platform pitches.
WPP forecasts AI search ads to become fastest growing channel in advertising
Twin projections from holdco WPP and Madison & Wall, peg rising search spend amid a resilient ad economy, which is still expected to grow despite headwinds.