Overlap’s Impact on Reach, Frequency and Conversions

Atlas Solutions – Online Advertising: Advertiser and Publisher Ad Serving Solutions

Over half of a campaign’s users see ads across multiple placements, and a third of users see ads across multiple publishers.

This research indicates that, while a minority of users are reached across multiple sites, they consume media at a much higher rate than the users exclusively reached on single sites. Moreover, this overlapped group is often responsible for the majority of conversions.

It is critical to understand the drivers of overlap and keep these findings in mind:

  • Measure the overlap in every campaign
  • Maximize overlap for branding
  • Manage overlap’s impact on frequency
  • Keep buys that deliver targeted reach

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