Wastage
Advertising that reaches the wrong people
Wastage is the part of an advertising budget that reaches people outside the target audience, or ads that are never seen at all. It can never be avoided completely, but it can be reduced significantly.
How we use it
We reduce wastage in three ways: data targeting on the right audience, frequency capping against too many contacts with the same users, and premium inventory with measured viewability.
Example
A campaign for baby food runs without targeting on a news portal. Only a small share of readers has young children. The rest is wastage.
Related terms: Targeting, frequency capping, viewability, affinity index. To the glossary
