The share of your target audience reached at a frequency that actually registers. Not just any impression. Enough impressions, with the right person, for the message to stick. What counts as "enough" is the contested part. The models vary by category, creative format, and brand familiarity. There is no universal number. Anyone who gives you one without showing their inputs is giving you an assumption presented as a standard.
Ad tech glossary
Effective Reach
Technical definition
The percentage of the target audience exposed to advertising at a frequency determined to be effective for achieving campaign objectives.
The ADLINGO translation
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Where this shows up
Guide: How Much Does Programmatic Really Cost?
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