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.
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Clegg, Matthew and Peng, Jiayu, "Generalized Mixture Overlap Model for Estimating Reach Surfaces", Technical Disclosure Commons, (March 02, 2022)