WTF Is Cheap Reach?

If 2023 was the year Made For Advertising inventory became a concern for buyers (& it should be as it costs the industry $1.8bn per year) 2024 might be the year advertisers start to worry about MFA like experiences on traditional publisher sites!

Some industry insiders are calling these low quality high ad load experiences “cheap reach” & if you want to find out more more DigiDay made a great video on the subject:

Other than the quality of the publisher one hallmark of “cheap reach” ads that differentiate them from MFA ones is they tend to have very low levels of viewability

The sad truth is that “cheap reach” environments on premium publishers are nothing new & as with ads on MFA sites they are trivially easy to avoid albeit through different means. For example the use of pre-bid viewability & clutter avoidance segments.

For advertisers working with partners where quality isn’t a focus the concern will be that these low quality experiences rob campaigns of performance.

As low levels of viewability & cluttered environments are hallmarks of “cheap reach” at Impact we actively avoid these ad experiences optimizing towards content that has high dwell times, strong viewability and critically we only charge our customers when their adverts are seen. We do this because we know it has a positive impact on campaign performance and brand awareness. to find out more contact us here.