Forecasting reach, frequency and GRPs on the Internet

John Chandler-Pepelnajak

Predicting reach and frequency on the Internet is a difficult problem. Nevertheless, it is the central problem facing marketers who wish to effectively plan branding campaigns or maximize the number of web users who see advertisements.

Forecasting Reach, Frequency And GRPs On The Internet

John ChandlerPepelnjakAtlas DMT

Introduction

When planning an online advertising campaign, there are several levels of questions that require answering. At the most tactical level is the question of...

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