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
‘It will take a few years’: WPP CEO Cindy Rose says outcome-based pay is still years away
WPP’s boss looks towards “mixed economy” business model as ad giant shows green shoots
Sony is scaling up its Playstation advertising ambitions
Sony Interactive Entertainment is assembling a global sales team to monetize Playstation through ads.
The Rundown: Google’s legal woes with ad tech rivals
Teads files suit against Google’s ad tech suite, warns investors of potential retaliation, as industry awaits a looming remedies ruling in Google’s antitrust trial.