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
Stagwell enhances its AI-powered tools on the media side
The Media Machine extends what Stagwell built with The Machine, which formally launched in January.
Omnicom Media rolls out research showing the need for CTV advertising to change its ways
Omnicom plans to tackle frequency problems with streaming while also bringing a greater degree of contextual relevance to the advertising it creates, plans and activates for clients.
‘Humans at the helm, agents in the loop’: WPP is testing a buyer ageny for video, but it’s bigger bet is on governance
Marketers are nervous about agentic media buying. WPP is betting governance is the answer.