The count of unique people reached across all your channels, with duplicates removed. If someone saw your ad on TV, mobile, and desktop, that's one person in your reach number, not three. Most platform reports don't de-duplicate across channels because they don't have visibility into each other's data. Total reach from adding platform numbers together is always overstated. How overstated depends on your channel mix and your audience overlap.
Ad tech glossary
De-duplicated Reach
Technical definition
The net unique audience reached across multiple platforms or campaigns after accounting for overlap in viewership.
The ADLINGO translation
Get the full Mega Glossary as a PDF
Nearly 200 ad tech terms, translated. Plus the ADLINGO newsletter to your inbox. Free.
Where this shows up
Could Bill Gates daughter face prison time for cookie stuffing?
Phoebe Gates, daughter of Bill and Melinda Gates, is in the press lately for an alleged "Cookie stuffing" operation. If charged and convicted, penalties could include actual jail time. Do you know how it works?
But the ads served, right?
Brands have a massive gap in understanding what their technology vendors are actually solving on their behalf and what the definition of "paid for" actually means.
News: Brand's $4 Billion Blindspot
Despite the myths, news environments prove to be high-return and brand-safe. With performance upwards of 8.5x higher, avoiding news media might be the most misguided marketing myth yet.