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

pdf_icon Download the electronic version of Study free of charge. 


  1. No trackbacks yet.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: