Digiday Publishing Summit:

Connect with execs from The New York Times, TIME, Dotdash Meredith and many more

SECURE YOUR SEAT

WTF is cheap reach?

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.

https://digiday.com/?p=538090

More in Media Buying

Overheard at Digiday’s CTV Ad Strategies event: Streaming is reaching 50% of all upfront dollars

As streaming is poised to overtake linear in the upfronts, buyers voice limitations preventing digital from winning the majority of spend, including cost, measurement, and transparency.   

Google’s YouTube overtures gain traction among marketers refocusing on brand investments

YouTube is benefitting from prevailing winds propelling marketers toward brand spending.

Puzzles pieces forming a dollar sign

Ad Tech Briefing: How ad tech underpins the fate of Madison Avenue’s ‘Wedding of the Year’

The ‘brand safety’ debate is threatening to derail the IPG-Omnicom merger, while questions are raised on the integration of Annalect and Acxiom.