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
Media Buying Briefing: The holdco tech heads expound on the ups and downs of building AI
As AI becomes a bigger and broader part of the holding company model, their tech heads seek opportunity while grappling with challenges.
At Cannes, Omnicom Media and NBCU say they’re crafting dynamic contextual ads for content
Metadata from NBCU is key to adapting Omnicom clients’ creative be dynamically contextual to the shows in which they run.
Walmart buys ‘the Google Ads of streaming’ Vibe in a deal tipped at a $1 billion-plus valuation
The deal would bring Vibe’s 10,000 SME advertisers to the platform, equipping Walmart to better compete with Meta and Pinterest.