Media Glossary 

For your convenience, here are some terms we use when talking about ad serving.

Reach Percentage

How many people may be exposed to the ad at least once during the ad run. In this case, reach is expressed as a percentage of the total target group—50% reach means that 50% of the people in the target demographic may see the ad.


How often the reached target group is likely to see the ad. A frequency of 2 means that people in the reached target group are likely to see the ad twice during the ad run.

Gross Rating Point (GRP)

Reach percentage multiplied by frequency. The GRP is an important metric in media planning used to measure targeted exposure—the higher the GRP, the greater exposure your ad has to your target group.

Cost per Thousand Impressions (CPM)

The cost of reaching 1000 people in the target group—calculated using the media cost and the estimated number of people who will see or hear the ad based on market research. This is a useful metric for assessing and comparing cost efficiency, and may be expressed in smaller, more manageable terms depending on the size of the market—cost per impression (CPI), for example.

Pay-per-Click (PPC)

Under this arrangement, advertisers pay for each click their ad receives. This is used by both Facebook Ads and Google Ads.

Running Ad Campaigns

We rely on Market Research and prepare media plans for our customers. We also provide our clients with a portal, Airdate, where they can sign in to their account. The Airdate access will provide you with an overview of your running campaigns.