Abstract
A reach curve estimates the number of unique people that see an advertisement as a function of the number of advertising impressions that are purchased on an advertising network. A generalized mixture overlap model can be used to compute a reach surface based on the reach curves of individual publishers. Such a reach surface can then be used to estimate the total number of unique people that can be reached for any arbitrary allocation of spend across multiple publishers.
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 License.
Recommended Citation
Clegg, Matthew and Peng, Jiayu, "Generalized Mixture Overlap Model for Estimating Reach Surfaces", Technical Disclosure Commons, (March 02, 2022)
https://www.tdcommons.org/dpubs_series/4944
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