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
Is it time to change the agency holdco model?
Industry observers wonder if it’s best to build, buy, or rip up and start again.
Indie agency Boathouse creates supplier diversity program as agencies expand external DEI efforts
Independent marketing and communications agency Boathouse is adding a supplier diversity program on May 16 as part of expanding its diversity initiatives more widely.
Rethinking the manager career path: The Return podcast, season 3, episode 3
Jellyfish, a U.K.-based digital marketing company, pioneered a new way of thinking about the managerial path and debated if we need managers at all.