Ritson: ‘Reach’ is meaningless if the ad was never actually seen

The Drum’s Mark Ritson argues that new attention data undercuts media planning’s long-held “maximum reach, minimum frequency” rule, since reach counts exposure opportunities rather than ads people actually looked at.

Why it matters. Attention data forces buyers to question whether reach-based planning overstates the value of inventory nobody actually watched.

Signal from thedrum.com · Mark Ritson · read the original.

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